With over 200 colors and never-before-seen effects, Formula X for Sephora is a breakthrough nail brand designed to speak to the playful, nail-art-loving, color fanatic in every girl. So when Sephora approached Duncan/Channon to launch the brand, the team proposed equally breakthrough marketing: the first social network devoted to nail fans.
With millions of mani photos and polish pins across Instagram and Pinterest, and no other brand harnessing this active audience of online nail mavens, D/C saw the opportunity to create a branded, social environment where nail fanatics could express themselves, get inspired and shop relevant products.
At FormulaX.com, nail fans can upload their most color-drenched visual inspiration – from pics of electric sunsets to funky nail art – and, based on those images, the site’s color matching provides customized shade and polish matches. Users can create profiles to store their favorite art, inspiration and uploads, and follow their favorite Formula X fans as they explore looks. Social scraping and an in-site uploader keep user content fresh in realtime. FormulaX.com also allows fans to filter content by type or popularity, surfacing popular content through a hearting system. The site is searchable by products, colors, tags and users, weaving color, social engagement, inspiration and product stories together in one visually rich experience.
And not to neglect the physical world, as part of the Formula X launch, select nail artists get a cool train case, designed and produced by D/C, and filled with the cool new product.
View the full case study.
30 October 2013 · Posted in Formula X for Sephora Sephora New work
Work + News
Brand metrics meet media metrics in the Table™
Leveraging Lucid’s large-scale consumer panel and audience technology, Duncan Channon now puts brand-building alongside media metrics, powering greater optimization and growth.
After a competitive review, DC “inked” a deal to become social and digital AOR for Tattooed Chef, one of the country’s fastest growing plant-based food brands.
Helping Rosetta spread the word
Against competitive headwinds, DC reintroduces Rosetta Stone as the leader in deep, nuanced language learning with ads so cute you want to pinch them.
DC is honored to announce that our work for the California Tobacco Control Program to help smokers quit in an empathetic way has been recognized with a Clio Health award.
TikTok campaign breaks records
e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.
Hope and dance for foster kids
Our latest project for SFCASA is a short film featuring a former foster youth who tells his story through dance.
The Little Big Lie
Our new campaign for the California Tobacco Control Program calls out Big Tobacco on the cigarette butts polluting our Earth - and bodies - with harmful microplastics.
A toast to red, white & green wine
A tasty wine that’s also green? Sounds like a winner to us. We’re excited to be partnering with Bonterra Organic Vineyards to bring their vino to more wine lovers while elevating their brand within the industry.
Foster kids above all
DC’s latest social impact campaign asks adults to ‘Show Up’ for foster kids.
Kona makes the playoffs
After eight great seasons, our winning Dear Mainland campaign makes its NFL playoff debut. Check out the brothers’ latest gameplan for a life well-lived.
Solving for data dissonance, DC rolls out Data + Tech Practice
With data as a critical asset for our agency and our clients, DC invests in the launch of a new team and proprietary analytics tool, the Table.™
Vaccinations, empathy, and equity
The “Let’s get to immunity” campaign, for the California Department of Public Health, counters COVID-19 vaccine hesitancy by meeting people where they are, and rooting every message in empathy and respect.
TikTok campaign breaks records
When the clinic’s a carnival
How do you convince a particularly hesitant group of Californians to get vaccinated for Covid-19? With free games, music, food, slushies and a great big Ferris wheel.
Brow besties, IRL
To re-energize their brow line, e.l.f. rolled out a digital campaign with real-life besties and beauty influencers Roxette Arisa and Yesenia Hipolito, and celebrated with a fabulous dinner produced by DC.
Coachella x Tattooed Chef
DC’s experiential team partnered with Tattooed Chef—bringing the brand’s edgy, purpose-driven ethos to life at Coachella’s 2022 return.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
Nabela Noor for e.l.f.
DCLA created a can’t-miss launch event for Bangladeshi-American sensation Nabela Noor’s collaboration with e.l.f. Cosmetics.
With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals.
Universal Orlando leveraged DCX’s stable of influencers to reach the difficult-to-reach teen and tween audience — and succeeded 40 million times over.
e.l.f. 2020 Halloween activation
Duncan Channon’s LA team kept the halloween spirit alive by bringing a spooky holiday pop-up straight to beauty influencers’ homes.
Beautyscape influencers launch e.l.f. collection
It’s a beautiful day at DCLA with the launch of the e.l.f. Cosmetics Retro Paradise collection — the new collection from e.l.f.’s Beautyscape winners Alissa Holmes, Diana Curmei, Elicia Aragon, Jessa Green and Valeria Loren.