Thinking
Ricky's NYC is different from other beauty stores because it has more fun beauty products among other things. But it's missing out on beauty product buyers because it can be seen as too alternative. But, alternative products is what makes it different... see the terrible loop here?
Execution
Let's show a beauty shot, but done Ricky's style, but done sophisticated style. Loop closed.
Beyond the image and onto the copy; we want to inspire people to "play" with the products at Ricky's not be told they "need" them. If you "need" something you go to the doctor's office or shop Neutrogena. If you want to "play" you spend money you probably shouldn't to have a fucking good time.
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