Nouveau Beauty Group

Nouveau Beauty Group

Developing multiple consumer brand platforms to optimise audience engagement

Our starting point with Nouveau Beauty Group was to devise a strategy for a portfolio of brands consisting of Blink+Go, LVL and Nouveau Lashes. We devised an overarching strategy to enable a greater distinction between the brands through a more focussed positioning.

We achieved this by building upon the inherent attributes of the products whilst addressing the needs of the target audiences.



The core product proposition for Blink+Go was the speed at which the lashes could be applied. We enhanced this by considering the theory of ‘cause and effect.’ We devised a message platform for the brand to communicate the effectiveness of wearing the lashes; what the individual could achieve ‘in the blink of an eye.’ The core product proposition for LVL is how this particular treatment enhances natural lashes. We observed the opportunity to create a brand with a sexy sophistication to capture the behaviour of women empowered by their naturally enhanced appearance. We created a series of ‘confessional’ messages, inspired by the results of a newfound confidence, resolving emphatically in, ‘It’s in your nature.’ Building upon eyes being ‘windows to the soul’ and reinventing the concept of ‘flashing’ for Nouveau Lashes, we created a sultry brand image and message platform to capture the essence of what a powerful insight your eyes can reveal.


With retail branding the brand’s image has to work very hard, engaging the audience with immediacy and resonance. The effectiveness of a brand image is often overlooked. With Nouveau Contour we began by exploring the opportunities within the market, identifying the traits and techniques of competitor imagery. We then devised an image strategy to effectively position the product, both against the competition and the commercial objectives.

Since the brand re-launch of Blink+Go, Sophie Ellis Bextor, amongst other celebrities, has worn the lashes on many TV appearances, photo-shoots and music promo’s. Within a few months of the brand re-launch, Nouveau Lashes was adopted by Harrods and Harvey Nichols as their lead lash brand in their Urban Retreat Salons.

"Working alongside Fogg we’ve learnt so much about what has been necessary in building strong brands that effectively engage with our target audience. We now feel our brands can comfortably compete with the major brands in our sector and are now looking forward to taking the brand to a whole new level, together, over the coming years.

From the first point of contact with Fogg their professionalism, personal touch and attention to detail was evident. In the time we’ve worked alongside Fogg we’ve learnt so much about what has been necessary in building strong brands that effectively engage with our target audience."