Engineering beauty

Paris-based Maesa transforms the beauty industry by incubating and growing meaningful brands globally, designing and manufacturing exclusive brands and private labels for mass, drug and speciality retailers.

The company needed a website which positioned it as the number one outsourcing business in the highly competitive beauty industry. The new site needed to bring to life Maesa’s brand essence of ‘incubating meaningful beauty brands’ and illustrate how it istransforming the sector through creating brands which are newer, better and relevant.

Our strategic team conducted a competitor audit reviewing the digital experiences of key peers. This identified that to achieve ‘cut-through’ in the crowded market space and to be perceived as the market leader, Maesa needed a fully ‘immersive’ website. To enable visitors to fully experience the brand story online, the site needed to feature a combination of video content, bold editorial and full-bleed imagery.

In the world of beauty, things change fast, so the Maesa team needed a comprehensive CMS which allowed it to respond to change and control every aspect of the site, ranging from content amends through to customisable page templates for newly developed private brands. While developing the site, we created a digital toolkit which enabled the Maesa team to expand the site as the company grows, without the need for lots of additional web development.

By providing the Maesa team with this digital toolkit, the website is future-proofed, giving the client the flexibility to evolve and adapt the site going forward.

Creatively we wanted an experience that showcased Maesa’s portfolio of brands whist visually explaining their own story. The UI carefully balances Maesa’s own brand, with the personality of the brands they create for their clients.

To do this, we created immersive case studies that celebrate the quality and success of the work Maesa do, with some famous faces throughout to show the scale that they operate at.

To reflect the pace of the beauty industry, we utilised moving image to bring the user experience alive. The opening film, which captures the energy and passion of the business, has been edited for ongoing social and marketing use.