Verso
Verso is a skincare brand that exudes gender neutrality by absence of colour, the only decorative feature could be the large number on each product. This number is in stark contrast with the overall white packaging. As for their logotype, this is in a clean sans serif which would appeal to both genders effectively. Since these products are numbered, there would have to be a clear default range for it to be successful and the concept to make sense. The overall aesthetic could be said to gear slightly towards women however it is still gender neutral mostly as a lot of males may not be put off by the decorative serif number. Although designed well, what is the idea behind this brand? The concept is not as obvious as it perhaps should be.
After some research it was found that the name is pinnacle to the concept - Verso is latin for reverse, channeling the idea of being different and doing things differently, which is a good concept for a skincare brand as it is important to separate from the rest.
Lush
Lush is a cosmetic giant in our society currently, becoming more popular than ever even outside of the UK. Their branding aids to omit a friendly vibe, the hand written type for each product conveys a conversational discourse, addressing the audience personally. The capitalisation is a way of installing volume and vitality, grabbing attention easily, especially on their iconic black packaging which is renowned for being eco friendly and promotes recycling; if you bring back 5 pots you recieve a face mask. Their branding appeals to their target audience of young adolescents who may be interested in eco friendly / vegan brands that help the environment and are against testing on animals. These morals are highly promoted in store and on their collateral such as the paper bags they sell the items in.
Yüli
Yüli is a brand that is obviously very clean and polished, again utilising no colour to preserve the 'bare' aesthetic. Their products look scientific or medical due to their packaging, which may eliminate the risk of being too feminine and lacking appeal for males.
Corinne
Corinne skincare immediately has a friendly and relaxed 'organic' aesthetic, possibly communicating that the brand is eco friendly or cruelty free, or this may just be for visual appeal. The hand rendered illustration and pattern featured on the branding may indicate that this company is catered towards women more than males, as the majority of men are conditioned to reject anything remotely 'girly' and will not be interested in the brand. However, this brand could easily be attractive to men in regards to the more simplistic designs on the bottom section of the image. Men prefer products without any unnecessary fuss or decoration, from the looks of existing skincare tailored towards the male gender.
Clinique (For Men)
Clearly this skincare collection is catered towards men and men only as the series title "for men" suggests. It is interesting that these products are seen as 'feminine' in our society today and the only way to justify a male consumer buying a product like this is to label it with their gender - as though it is embarrassing to use skincare or make up.
From gathering this research it is apparent that the market lacks a suitable amount of gender neutral skincare / make up, and it is clear that the existing brands are usually catered to women - sometimes not out of choice, but because of the common consensus that these products are 'girly' and not for boys. For the branding I choose to create, I must bare this in mind and ensure that the product is as neutral as can be, and encouraging for males to consume.
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