BOTANY: Adornments by Loewe
a brand extension cosmetics concept
SCAD Luxury and Brand Management (MFA) LXMT501, 2023
Research, Marketing Strategy, Beauty Product Development
THE PROJECT
As part of my final-quarter coursework at SCAD, this project examines a brand extension opportunity within luxury brands. We were tasked with research, product concepts, comprehensive marketing strategy, and defending our strategic business decisions. Following targeted research, my team purposefully selected Loewe and developed a cosmetics line concept that aligns with the brand’s heritage, creative direction, and established product categories.
THE BRAND
Founded in 1846, Loewe is a Spanish luxury brand defined by its commitment to avant-garde design, craftsmanship, and identity. Guided by a mission to promote creative expression while preserving artisanal excellence, Loewe has become known for its bold, sensorial design language across their couture, fragrance, and accessory lines.
WHY BEAUTY, WHY LOEWE?
ad mockups, megan lee 2023
Loewe’s sensorial design language and established fragrance presence signal strong brand permission within beauty. The house’s focus on creativity, materiality, and emotional storytelling translates naturally into cosmetics, where texture, color, and form extend its artistic identity.
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Its heritage in craftsmanship and sculptural accessories further supports product and packaging rooted in artisanal quality. Together, these codes reveal an opportunity for a concept-driven, art-forward cosmetics extension that expands Loewe’s universe across product, retail, and experiential touchpoints while remaining cohesive with its core creative language.
THE PROCESS
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Brand & market research
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Target audience definition & segmentation
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Competitive luxury beauty research
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Product concept ideation & positioning
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Packaging & visual mockup direction
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Omnichannel & experiential concepting
research
brand DNA, benchmarks
opportunity
whitespace identification
concept
product architecture
experience
sensory storytelling
go-to-market
omnichannel launch vision
THE LANDSCAPE & THE CONSUMER
our user persona
savant eclectic
mari, 27, is an art curator in brooklyn, nyc. often travels with high-profile clients. dabbles in critiques and freelance writing.
income: $175,000
education: MA in Marketing, Berkley
values and interests: maximalist self expression, building connections, film, photography, sophisticated events
competitors
the state of beauty
top trends: clean beauty, bold colors, long-wear formulas, sustainability
best practices: committing to innovation, inclusion, improving in-store experiences, and promote cross-segment collaborations
THE COLLECTION
moodboard and sketch, megan lee 2023
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Sculptural casings with refillable product inserts (coordinated with current seasonal accessory offerings)
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High color payoff, cream-to-powder eyeshadow and blush
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Hydrating satin finish lipstick
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Light floral fragrance, house signature scent
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Flexible multipurpose color story, highly wearable shades
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Suitable for all skin types
3D renderings, jennifer hahn 2023
OMNICHANNEL MARKETING
socials, ecommerce, out-of-home
digital marketing mockups, gabriella marvaldi 2023
ad mockups, megan lee 2023
retail & experiential
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Boutique environment
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Strong natural elements, fresh floral decor, wood motifs, handmade tile
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Highly sensorial, testing and try-ons encouraged
sketch and renderings, abhidnya ramdasi 2023
KEY TAKEAWAYS
beauty-focused learnings
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Translating brand DNA into beauty formats
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Balancing creativity with commercial viability
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Understanding luxury beauty positioning
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Early exposure to beauty category constraints