Support since 2018 by:

  • REICHLUNDPARTNER advertising agency

Distribution area of the campaign: Austria

Initial situation

E-commerce concept

ALINA Cosmetics is the perfumery for high-quality fragrances, care and cosmetic products at a fair price. The brand products are already sold in four stationary stores – now a comprehensive, new type of e-commerce concept was also to be developed. A great task, which we immediately thought of even bigger: Thus, the creation of an online store also resulted in a new positioning including an extensive corporate design and a communication concept.


Inspiring entertainment platform

The new platform was to be more than a conventional online store. That’s why we’ve created an entertainment platform that is both a beauty expert and storyteller, and truly inspires women. The website also has a dedicated section that regularly provides the target audience with helpful beauty tips and the latest looks. Because in order to inspire, you also have to provide new incentives all the time. These are available at ALINA in the form of “deals”, where a certain lifestyle or beauty theme is defined week by week, to which various products are combined. For a limited period of time, you can then get these products for less.

Inspiration is thus the main theme of ALINA and is therefore also reflected in the claim: “ALINA. Inspiring Beauty.”


Corporate Design

In line with this positioning, a corporate design was also created that was intended to be as changeable and versatile as our target group itself. That’s why the new design consists of a combination of many different patterns, beauty images and pastel shades that are always rearranged, which allows them to be sometimes more, sometimes less noticeable. In this way, we want to show how different and multifaceted every woman can be – because, as we all know, beauty has many faces. By means of elaborate programming, the new online perfumery was brought to life.

In addition to the online store and its content, the new corporate identity was also implemented at the POS and in the form of giveaways and printed materials. A radio campaign is also currently being developed.