Project brief: Our client Todacosa is somewhat equivalent to Sephora in South Korea. With 11 stores in Seoul it was the first successful chain of its kind distributing major Korean and international cosmetic brands. The challenge they faced was how to enter the cosmetic market and succeed with their own brand. Our challenges included how to navigate the language barrier while developing the brand name, product names and copywriting for overseas markets. We had to successfully position a new makeup brand in a saturated market, and make that brand appealing to teens and adolescents, without excluding adults.

Approach: We researched the market, both Korean and international and found that a school themed brand would work well in Korean society as well as abroad. We created / chose the brand name 'too cool for school' and worked with an illustrator to develop the first line of basic makeup products. We were asked by the client to develop several more lines, so we expanded on the theme and created Art Class, Plaid series, Rules of Skin, and more.  

Effectiveness: Our client was thrilled about the results. They saw a significant increase in sales and have established five dedicated 'too cool for school' stores in Seoul. The brand was greeted enthusiastically in the blogosphere and caught wind all over Asia, and Todacosa is today receiving multiple offers per month from various international distributors. 

Rules: simple and pure. Too Cool for School: Plaid says school.