Makeup by Mario

Mario Dedivanovic is an iconic, world-renowned makeup artist who’s popularized some of the industry’s most defining trends—even Vogue has affectionately called him the King of Contour. With nearly 10 million accrued followers on Instagram, Dedivanovic has cultivated a passionate community of creators, one that reaches across the globe. In 2020, he founded his namesake brand, Makeup by Mario, which instantly received acclaim and soon became a top-rated brand at Sephora. By creating innovative products inspired by his tried-and-true techniques, he’s created a cutting-edge approach to truly effortless beauty.

Makeup by Mario tapped the Antonym team to produce copy for product development, e-commerce, social media, and more.

  
    DELIVERABLES
  
    • Campaign Launch Materials • Product Naming • Social Media Captions • Headlines • Website Copy • Email Copy •

Agency partner: Antonym

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PRODUCT NAME:

FOUR-PLAY EVERYDAY EYE QUADS

In November 2021, Makeup by Mario launched a limited-edition eyeshadow palette designed for easy, gorgeous holiday glam. The palettes consisted of four nude hues complete with a variety of finishes including matte, metallic, and shimmering glitter toppers. The perfect pop of color for ethereal holiday parties or for an effortless everyday eye, these do-it-all palettes can be used to create endless looks.

I worked with the Antonym and Makeup by Mario teams on several naming projects, but this one in particular was a favorite. We honed in on the product offering, while infusing a fun and playful twist that aligned with the brand’s legacy of pushing boundaries and offering something unique to the space. The “Four-Play” angle became a perfect intro to the name of this special palette.

While the product was launched in congruence with the holiday season, we wanted to also be sure the name made nod to its versatility and the stunning variety of color each palette had to offer. The Four-Play Everyday Eye Quad soon became a gift on everyone’s Christmas wishlist!