Made to Fascinate
Merck develops innovative products and ingredients. The Merck Cosmetics product range includes beauty and care products of all kinds. A new identity and an attention-grabbing campaign were developed for the company’s division spanning science and beauty.
MERCK Cosmetics products are "Made to Fascinate." The tagline, which can be used for any ingredient, is at the heart of the campaign, developed in collaboration with our colleagues from Fork Unstable Media and fischerAppelt New York.
Brand design, slogan development, visual language, campaign
“To fascinate” means to stand out from the crowd. Extreme close-ups and unusual angles evoke tension and curiosity in the imagery with maximum intimacy. This look permeates all the motifs and creates new perspectives that capture attention in the cosmetics industry, but never lose sight of the product. It remains customizable for each product, so images from photo shoots can be used along with stock photos.
The campaign motifs were used to give various product brochures a new look, with each ingredient given a unique design theme and descriptive slogan.