The Brief
Create a new-to-world, accessible, mass-market beauty brand that breaks established category codes.
Your brand should be a response to some of the issues with which modern, post-demographic consumers identify: gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users of beauty products today.
Within branded packaging, the beauty category is among the most clichéd. Why do men’s personal care products look like power tools, whilst women’s remain delicate and ultra feminine?
The world has moved on. Facebook now offers 56 gender definitions for users to identify themselves with. The use of hashtags like #transisbeautiful or #effyourbeautystandards, and Charli Howard’s open letter to the fashion industry, show how conversations around beauty are changing. But beauty brands aren’t keeping up.
Your brand should be a response to some of the issues with which modern, post-demographic consumers identify: gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users of beauty products today.
Within branded packaging, the beauty category is among the most clichéd. Why do men’s personal care products look like power tools, whilst women’s remain delicate and ultra feminine?
The world has moved on. Facebook now offers 56 gender definitions for users to identify themselves with. The use of hashtags like #transisbeautiful or #effyourbeautystandards, and Charli Howard’s open letter to the fashion industry, show how conversations around beauty are changing. But beauty brands aren’t keeping up.
My Solution
Typically beauty products use lilac frills and black blocks of design to reflect specific genders, X & Y is an organic moisturising product range that leaves all this in the past. This unisex brand brings together men and women across the country, bridging differences and uniting a new generation through the power of beauty.
