beauty@gotham is a multi-disciplinary creative agency specializing in beauty, fashion and image driven brands. Located in NYC with offices to open shortly in Paris and Shanghai, our expertise lies in developing brand platforms that can be interpreted with relevance anywhere in the world, efficiently and effectively.
beauty@gotham is global in scope, yet boutique in spirit. We offer a diverse and passionate creative culture that combines business insight with a respect for aesthetics; consumer insight with pragmatism and wit. All at the service of engaging audiences, and building successful brands. This philosophy is best summarized by our agency sense of purpose, “Beauty without Boundary”, and is evident in all we touch.
The agency has been the global creative partner for Maybelline New York for 20+ years, in addition to recognizable names like Lindt Chocolate, Essie Nail Color, L’Oreal Professionel and L’Oreal For Girls in Science brands.
beauty@gotham is a wholly owned subsidiary of McCann Worldgroup. Partnering with McCann agencies worldwide provides unrivaled global outreach in 100+ countries.
beauty@gotham is the latest iteration of a strategic relationship between Maybelline and IPG that has spanned over 20 years. In that time, beauty@gotham has helped transform Maybelline into Maybelline New York, the number 1 cosmetics brand in the world. From the iconic tag line “Maybe She’s Born With It, Maybe It’s Maybelline” to skyrocketing the career of supermodel Christy Turlington, to taking a quintessentially American makeup brand and making it the world’s favorite, every major milestone in Maybelline’s recent history has been in partnership with beauty@gotham. We are excited to continue the legacy of bringing beauty to women around the world.
Essie partnered with b@g in 2010 to launch the previously salon-only brand in mass retailers across America. We created a breakthrough premium-feeling campaign that captured the Essie brand soul, full of personality and wit. By depicting beautiful white objects devoid of color, we found the perfect canvas for showcasing how Essie can transform an item into a celebration and colorful experience. We created a voice to capture Essie’s wit and style, building on her trademark iconic shade names. Only three months after launch, Essie became the #1 fastest growing color nail brand in America. We are now launching Essie across Europe and Asia.
Lindt began its relationship with Gotham in 2001. Over the last decade we have partnered with Lindt to bring the premium chocolate experience to the mass market. Lindt's US growth has expanded rapidly, supporting new product innovations, line extensions and wholesale/retail expansion.
In 2009 Lindt paired up with another Swiss icon, Roger Federer. We celebrated this partnership with fresh, funny and brand specific TV ads that generated viral buzz and awareness for the brand. Most recently, we launched a new campaign platform to cast Lindt as Chocolate Beyond Compare, which revels in the beauty of chocolate and pays homage to Lindt's heritage of master craftsmanship.
For Girls in Science
L'Oréal has an extensive history of supporting women in science and innovation via the global For Women in Science initiative, which has awarded scores of post-doctoral and working scientists grants in their fields. However, the number of women in the US pursing STEM (Science, Technology, Engineering and Math) careers is on the decline. In order to address this issue, L'Oréal partnered with beauty@gotham to build the For Girls in Science philanthropic initiative.
We created the For Girls in Science program, which is centered around a website and social media community where budding scientists, 13-18-years-old, can learn about science in a fun and interactive way. They can connect with other girls who love science and be inspired by women who have dreamed, created and invented before them. The site allows girls to discover a wide range of fields that fall under “science” and find the tools and motivation needed to enter STEM fields themselves. We invented a place where science doesn’t intimidate, but inspires and empowers girls of all ages to pursue their career goals in STEM.
beauty@gotham is always on the prowl for smart, talented, spirited people to join our family.
So if you love beauty and want to be part of a dynamic and inspired team, collaborating to create spectacular work for the world’s most exciting and successful beauty brand – contact us!
Our team consists of Creative types (Art Directors, Copywriters, Broadcast Producers and Digitally-Savvy folks) Account types and all things in between (Print Production, Graphic Artists, Retouching Experts, Business Affairs and Talent Managers, just to name a few).
Kathy DiBenedetto, Director of Human Resources & Operations