We seek to romantically shift people's perspectives on their beauty shopping habits, and help them shop for their unique beauty instead of trends.
To combat overconsumption and beauty waste by encouraging consumers to shop mindfully for their unique beauty, instead of trends.
“I say I feel guilty for being wasteful, but I cherish the empowerment I feel when I get to have fun with my appearance and other people admire me for it.”
We utilized digital and physical touchpoints to romantically raise awareness about committing to a purchase, and help consumers find their perfect beauty match with less waste in the process.
Over 120 billion units of packaging are produced every single year by the cosmetics industry on a global level, and experts in the beauty industry estimate that up to 40% of all purchased products get thrown away.
It is always more sustainable to finish the products you already own than to buy new ones, even if they are in sustainable packaging.
Plastic recycling only prolongs the material's useful life, as opposed to permanently keeping it out of landfills. Additionally, it’s not feasible when it comes to cosmetic packaging outside of specific programs.
Sephora is known for their immersive branding, interactive in-store experiences, their extensive collection of good-quality products, and their Clean Beauty section.
They are one of the most popular stores in mainstream beauty social media. Their competitors are other major beauty retailers, but there is no other beauty brand focusing on the high-end side of the market.
Adults from 20 to 35 years old, who are middle-high class, are beauty or self-care enthusiasts, and keep up with trends.
We reimagine the relationships people have with cosmetics as romantic commitments. Instead of creating more waste through short-lived Flings, we embolden beauty lovers to commit to the lasting connections that helps them look and feel their best in their own unique way. Their Forever.
