What is the problem?
We are required to create a mass market beauty brand that breaks established category codes. The brand should respond to the issues in todays society that the cosmetics industry has failed to keep up with, for example gender stereotypes, healthy body image, environmental concerns etc.
How do we aim to solve it?
We will combine our skills and ideas to come up with an ethical and respectable brand that will appeal to a large target audience, simultaneously respecting customers with alternative gender types to avoid exclusion. Our values will reflect in the aesthetic of our branding as well as the materials and processes that we use in the production of the product, and the methods of promotion and distribution.
What will we be aiming to communicate?
Through our various methods of communication we aim to celebrate the diversity of society on a number of different levels. We aim to educate and inspire other large cosmetics companies that the promotion and branding of cosmetics should emphasise being inclusive as opposed to singularly targeting exclusive groups. As the vast majority of people in this country are consumers to the cosmetics industry, everyone should be valued and respected with the same level consistency.
Who is our audience?
Our audience falls under the 'mass market' category, which will be available to purchase in large cosmetic chains for example Boots and Superdrug, therefore it will be exposed to the largest range of consumers, rather than specific groups e.g. bargain stores or more affluent and independent higher end stores.
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