Announcing the first comprehensive men's cosmetic brand focusing on makeup, FIVEISM x THREE, the first in the industry.
FIVEISM x THREE is a cosmetic brand that was born for the sake of anyone to freely express themselves, as the only existence different from others, free from sex, age, national borders, common sense, and prejudice. The brand concept is “individuality.” That is, limitless self-expression transcending stereotypes. Everyone has new possibilities hidden within themselves.
We designed makeup items that are not bound by the stereotypes of males and females, and make free self-expression possible. Thus, we focused on existing makeup items for women and did research from various angles on how women act when they put on makeup. From there, we researched “manliness,” in contrast with the “womanliness” extracted from there, and explored items that would allow men to perform the actions of makeup without difficulty.
One answer was an item in the form of a stick, called a “bar.” It is a design that adds on a grip so that men can look cool while putting on makeup. Bar-type products can be swiftly pulled out and applied. We designed an item that men could subtly and stylishly use to apply makeup as part of their daily actions.
Also, the organic form of the product's sides frankly represent the combination of masculinity and femininity. The incredible structure of the beautiful curves are not too round nor too angular, symbolizing limitless potential, and simultaneously expresses limitless self-expression, which is the brand concept.
For the package design, I wanted to adapt the combination of masculinity and femininity that was done for the product design, and the expression of that limitless potential, in a form suitable for paper. Thus, by extracting the circles = dots, which are the brand symbol, and by embossing them in a diagonally and regularly lined pattern, from a micro perspective, the circles = dots (femininity), when viewed from a macro perspective, form a pattern that looks like diagonally intersecting lines (masculinity). Many lines appear depending on the angle of the light, creating diverse expressions that change every moment. This symbolizes the identity of FIVEISM x THREE, which respects each person's individuality and commends their diversity.
The first lineup consists of a total of 61 items. From makeup bases to foundations, eyeshadows, lip products, and even nail products, we feature a comprehensive collection of makeup items that make limitless self-expression possible.