Launching a skincare and
make-up brand for
non-make up people.
The U.S. is currently the world’s largest beauty market with brands that appeal to virtually every demographic but one: the one for men, thems, and no-nonsense women who want to be ready for their closeup without having paint and glitter all over their face. We I created a plain-spoken campaign that relates to those who want facts over puffery.
PACKAGE DESIGN • BRAND ID • BRAND STRATEGY • CREATIVE DIRECTION-ART DIRECTION • SOCIAL • SHOPIFY SITE UI and UX
OPPORTUNITY: Strangely, the GenZ/MIllenial beauty space lacks appeal for men, thems, and no-nonsense women seeking straightforward, practical products.
SOLUTION: We developed a plain-spoken campaign and clean non-gender packaging, focusing on factual branding and user-friendly Shopify site, resonating with this underrepresented demographic.
