BACKGROUND
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 de nitions 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.
THE CHALLENGE
• 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.
WHO IT’S FOR
Consumers of beauty products, of all gender identities, who want a forward-thinking beauty brand that re ects what matters to them most.
WHAT TO CONSIDER
• Why do gender stereotypes persist in this market?
• Why do so many beauty brands continue to promote an unrealistic body image? • Why do concerns about health and environmental issues remain at the forefront
for this category?
• Consumers demand brands that operate sustainably and re ect their values. How
can your brand confront these issues in a way that’s genuine and authentic? It
should embody the values, not pander to them; represent, not patronise.
• You will need to create, name and package a brand that re ects some or all of
these values, and speaks to the discerning consumer who refuses to be boxed in
by stereotypes and demographics.
• The type of products are up to you (makeup, hair-dye, skincare...) but consider
what would be relevant to your audience, and what they’d be likely to want and use.
WHAT’S ESSENTIAL
• Create a concept and explain how it encompasses some or all of the relevant considerations
• Find a name which re ects the brand’s values
• Design packaging that embodies your brand and show how it could work across a
range of different products (at least three)
WHAT AND HOW TO SUBMIT
See ‘Preparing Your Entries’, included in your brief pack, for full format specs – work will only be accepted in the formats outlined.
Main deliverables (mandatory)
Present your solution using up to eight presentation slide images.
Supporting material (optional)
The judges will only look at this if your main deliverable has impressed. This could include executions or mock-ups of your solution, or show your process and the development of your idea.
You can submit the following as optional supporting material: video (max. 1 min), interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc).
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 de nitions 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.
THE CHALLENGE
• 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.
WHO IT’S FOR
Consumers of beauty products, of all gender identities, who want a forward-thinking beauty brand that re ects what matters to them most.
WHAT TO CONSIDER
• Why do gender stereotypes persist in this market?
• Why do so many beauty brands continue to promote an unrealistic body image? • Why do concerns about health and environmental issues remain at the forefront
for this category?
• Consumers demand brands that operate sustainably and re ect their values. How
can your brand confront these issues in a way that’s genuine and authentic? It
should embody the values, not pander to them; represent, not patronise.
• You will need to create, name and package a brand that re ects some or all of
these values, and speaks to the discerning consumer who refuses to be boxed in
by stereotypes and demographics.
• The type of products are up to you (makeup, hair-dye, skincare...) but consider
what would be relevant to your audience, and what they’d be likely to want and use.
WHAT’S ESSENTIAL
• Create a concept and explain how it encompasses some or all of the relevant considerations
• Find a name which re ects the brand’s values
• Design packaging that embodies your brand and show how it could work across a
range of different products (at least three)
WHAT AND HOW TO SUBMIT
See ‘Preparing Your Entries’, included in your brief pack, for full format specs – work will only be accepted in the formats outlined.
Main deliverables (mandatory)
Present your solution using up to eight presentation slide images.
Supporting material (optional)
The judges will only look at this if your main deliverable has impressed. This could include executions or mock-ups of your solution, or show your process and the development of your idea.
You can submit the following as optional supporting material: video (max. 1 min), interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc).
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