Alex Epstein Storybook

1

ALEX EPSTEIN THIS IS ME

NORTHERN WINNER KPMG BEST MOBILE STARTUP 2017

BRAND BUILDER & IMAGINEER

“Every now and again, a new beauty concept is launched that is so in tune with consumers’ needs and aspirations, and so expertly executed, that we have to tell everyone about it immediately. Concoction, a bespoke online haircare brand founded by Alex Epstein and launched in 2013, enables visitors to create their ultimate haircare package with its Mixology Technology through a series of questionnaires. The site – loud, vibrant and fun – is pitch perfect for consumers seeking accessible personalisation and is already attracting industry buzz, not least from Selfridges, which is opening a ShampYou store with Concoction later this year. A former communications executive, Alex joins us to talk about haircare, and why it is his mission to make things personal.”

Martin Raymond Co-founder, The Future Laboratory

FORESIGHT + TRENDS

INSIGHT, RESEARCH & STRATEGY

IDEATION & PROPOSITION DEVELOPMENT

BRAND STRATEGY + POSITIONING

8

SELFRIDGES SAID “WE WANT A WORLD EXCLUSIVE”

In August 2013, Concoction launched exclusively at Selfridges’ flagship store on London’s Oxford Street.

Selfridges wanted exclusivity on Concoction’s groundbreaking innovation, and our pop-up Mixology bar was the perfect way to showcase the full theatre and interactivity of the brand.

The launch was attended by an array of leading beauty journalists and bloggers and led to enquiries from all over the world.

BRAND LAUNCH & PARTNERSHIPS

INNOVATION JUNKIE

STORYTELLER

GLOBAL TV COVERAGE

CROWD PLEASER

DISRUPTOR

C

M

Y

CM

MY

CY

CMY

K

concoction boots ad artwork v6 HI RES v2.pdf 1 20/03/2015 16:57

CREATIVE BRIEFS

BRAND EXPERIENCE CURATOR

BRAND SAFARIS & IMMERSIONS

Concoction - Product Tray Design - Round 2 - 28th November 2014

Variation 2:

Interactive display educates and guides the customer to a recommended mix of products based on their hair type, by turning the wheel. On its side, this unit is recognisable as the Concoction triangle.

The Concoction triangle has been given Union Jack colours to emphasise that it is a British brand, as an additional graphic feature.

Vac-formed base tray with product locators

Additional second graphic panel educates the customer about the brand and how it works.

Product graphic panel with prices.

MERCHANDISING

BRAND ACTIVATOR

Concoction’s Mixology Station at Sephora, Dubai Mall.

EXPORTER + SALES DEVELOPER

23

DIGITAL

CONCEPT TO

REALITY

ONLINE SOCIALISER

EXPERIENCE ACROSS B2B + CLOUD TECH

COLLABORATOR

COOLHUNTER

WORLD TRAVELLER

CONTENT CREATOR