KOSE, a leading cosmetics company in Japan, wanted to enter the U.S. market by launching a high-end cosmetics line. Matrix was assigned to handle everything from the naming of the brand/product line to the designing of the packaging.
With an integrated advertising and PR campaign centered in New York City, Awake was marketed as a breakthrough, natural cosmetics line. And to further increase brand awareness, an Awake boutique was set up in the upscale, trendsetting store Henri Bendel.
Within just a year of being introduced to the U.S. market, Awake had gained significant brand awareness and had attracted the interest of world-renowned department stores such as Neiman Marcus, Saks Fifth Avenue, and Harrods. Sales at Neiman Marcus continued to grow.