The positioning copy for this beauty brand required a balance between lyrical description and clinical authority.
Project Text
CHANTECAILLE is the preeminent luxury brand for serious skincare and beautifying cosmetics known for its uniquely high concentration of natural botanicals. The line stands out for the extensive research and technological innovation invested in each ground-breaking formula. It is also distinguished by the exceptional purity of its ingredients, which are endowed with a potent life force capable of nourishing and revitalizing the skin, the body and the spirit.
CHANTECAILLE focuses its attention on inflammation, which is scientifically recognized as the main cause of aging. The healing properties of its plant-based formulas reduce the aging effects of inflammation on the different layers of the skin, often penetrating below the surface with innovative nanotechnology.
CHANTECAILLE employs advanced technologies alongside centuries-old traditions in skincare. Biotechnology, Chinese medicine, aromatherapy and European flower pharmacology all contribute to the company's proprietary blend of natural elements and scientific rigor. It offers extraordinary results to modern women who demand high-performance, health-enhancing products that are both efficient and effective.
CHANTECAILLE makeup is renowned for its natural look, particularly the translucent foundations that have revolutionized the way women use coverage. The color collection, also imbued with skin-friendly natural ingredients and botanical antioxidants, always complements current fashion, interpreting each season's important hues, textures and finishes.
CHANTECAILLE is also the name of the New York-based family behind this brand. Sylvie, the French matriarch, founded the company with a small line of fragrances after more than two decades as a senior-level executive in the beauty industry. Together with daughter Olivia, the brand's creative director, she developed the cosmetics line. Husband Olivier and daughter Alex are now also vital parts of the company. Together they bring a dedication to enhancing wellness and a consuming passion for quality, purity and form.
CHANTECAILLE has always sought to raise awareness for important environmental concerns. It's an integral part of the brand and a way to give back to the bountiful nature that serves as its muse. Chantecaille's intimate relationship with women has been instrumental in establishing a platform for sharing these ideas and for providing opportunities for greater involvement in global issues. In 2005, special Butterfly eye shadows - the colorful Les Papillons collection - were created to help fund the protection of the Monarch butterfly's winter habitats, and this series continued through 2006. For 2007, a major campaign was launched to bring awareness to the destruction of coral reefs worldwide with the creation of a luxury coral compact.
