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Laneige and the Engineering of Desire

Image source: https://www.trendhunter.com/trends/laneige-smore-kisses-set “People do not buy products. They buy experiences.” — Seth Godin Laneige’s Lip Sleeping Mask provides a useful case study in how sensory design can be operationalised as a marketing strategy. The product achieved category leadership through the orchestration of touch, scent, visual texture, and ritual timing. These elements combined to create a consumption experience that trains user behaviour over tim

Kimaya Agrawal

Jan 92 min read

Glossier as Cultural Infrastructure

Image Source: https://www.independent.co.uk/extras/indybest/fashion-beauty/beauty/best-glossier-products-b2332298.html “A brand is no...

Kimaya Agrawal

Sep 19, 20252 min read

FAE Beauty and the Business of Inclusivity

Image Source: https://www.faebeauty.in/?srsltid=AfmBOopvgZZ5Br6_FYrYn5gtoULOExtFiPNoV5iZyRbACyBl6jqMgyMk “Branding is the art of...

Kimaya Agrawal

Sep 18, 20253 min read

Dove and the Politics of Real Beauty

Image Source: https://thebrandhopper.com/2024/01/06/case-study-dove-real-beauty-brand-campaign/#google_vignette “Advertising is the...

Kimaya Agrawal

Sep 3, 20252 min read

Subko and the Semiotics of Place

Image Source: https://sprudge.com/build-outs-of-coffee-subko-specialty-coffee-roasters-craft-bakehouse-in-mumbai-india-178869.html...

Kimaya Agrawal

Sep 2, 20253 min read

The Power of Personalisation in Mass Marketing

Image Source: https://www.adobomagazine.com/press-release/coca-cola-relaunches-iconic-share-a-coke-campaign-for-a-new-generation/ "Make...

Kimaya Agrawal

Aug 27, 20252 min read

How IKEA Let Its Products Speak for Themselves

Image Source: https://www.luerzersarchive.com/work/ikea-hidden-tags/?srsltid=AfmBOorQmgTGb7zSpr4-RUZ7XRUoZN--BTTh-qfCmbWOYQQ0mPSzKGSd “A...

Kimaya Agrawal

Aug 17, 20252 min read

Leveraging Absence as Activation: Duolingo’s “Duo’s Death” Campaign

Image Source: https://tribune.com.pk/story/2527921/duolingo-sparks-confusion-with-death-announcement-of-owl-mascot-duo “The absence of...

Kimaya Agrawal

Aug 8, 20252 min read

How Audi Used Augmented Reality to Rethink Competitive Marketing

Image Source: https://medium.com/@seanglatzer/audis-ar-revolution-redefining-the-experience-of-car-ownership-09f66653a7fe “Innovation is...

Kimaya Agrawal

Jul 29, 20252 min read

Embedding Sociopolitical Discourse into Brand Strategy

Image Source: https://www.linkedin.com/pulse/how-nike-created-one-greatest-marketing-campaigns-ever-adam-weiss/ "A great brand taps into...

Kimaya Agrawal

Jul 27, 20252 min read

CVD Diamonds: Scarcity Is a Strategy, Not a Fact

Image Source: https://www.sheladiyadiamond.com/-a-brilliant-debate-cvd-diamonds-vs-natural-diamonds-?srsltid=AfmBOopmzm87TqceA7jW4hwMiHyJ...

Kimaya Agrawal

Jul 26, 20252 min read

What The Ordinary Started, Minimalist Scaled

Image Source: https://www.ajuniorvc.com/minimalist-unicorn-india-d2c-brand-economics-study-acquisition-unilever-journey Originality is...

Kimaya Agrawal

Jul 25, 20252 min read

e.l.f. and the Art of the Dupe: Authenticity or Illusion?

Image Source: https://wwd.com/beauty-industry-news/beauty-features/elf-cosmetics-expands-distribution-in-italy-physical-rollout-douglas-1...

Kimaya Agrawal

Jul 25, 20252 min read