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Beauty giant Coty set up an innovative in-house advertising agency called Ideas+Image to rebrand their entire product line and image new products. I+I had a traditional client/agency relationship to Coty Corporate and to Brown+Ryan as a design vendor. Ideas+Image hired B+R to prepare the launch of a new fragrance – 001Coty. Design work was presented first to the in-house I+I team and then collaboratively to Coty, the "client".
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The brief was to convey the sense of "touch" through the surfaceless medium of the computer. We found this idea very intriguing. The 001Coty perfume bottle was designed to fit into a white polypropylene "skin", which opens to reveal the bottle. The challenge was to demonstrate the groundbreaking industrial design of the package, as well as the qualities of the fragrance to a young, web-savvy audience – the fragrance being available for purchase only on the internet.
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| Using digital still-frame animation, Brown+Ryan created an immersive environment that explores the idea of "touch" through the user's mouse. Using devices such as random word generators, user-activated sound overlays and phased rotations, the visitor discovers the "tone" of the 001Coty fragrance through a soft abstract environment. B+R worked with the Coty IT department on integrating the site with their existing e-commerce capabilities. |
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