• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Creating Packaging To Safeguard a More Hygienic User Experience

    Dispensers for Greater Functionality

    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    IT Cosmetics Supports Women’s Confidence

    Inter Parfums Reports a Strong Fourth Quarter

    Universal Engraving Announces New President

    Raw Sugar Living Expands to Target with New Collection

    Supporting Female Beauty Brand Founders on International Women's Day
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge

    New High Glass Offers Six Premium In-Stock Bottle Collections

    Creating Packaging To Safeguard a More Hygienic User Experience
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Inter Parfums Reports a Strong Fourth Quarter

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Bormioli Luigi Meets Lacquering Challenge

    New High Glass Offers Six Premium In-Stock Bottle Collections
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge

    New High Glass Offers Six Premium In-Stock Bottle Collections

    Blue Heron Botanicals ‘Blue Beauty’ for Green Beauty Enthusiasts
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Bormioli Luigi Meets Lacquering Challenge

    Blue Heron Botanicals ‘Blue Beauty’ for Green Beauty Enthusiasts

    Dispensers for Greater Functionality

    Beauty That’s Ultra Luxe and Sustainable
    Top 20 Companies
    AmorePacific

    Johnson & Johnson

    Unilever

    Natura Cosméticos S.A.

    Oriflame
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    USS LLC

    Epopack Co. Ltd

    Color Carton Corp.

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Derik Industrial USA
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    CEW Goes Virtual with Annual State of the Beauty Industry Report

    Easyfairs Announces New Three-Day Digital Event

    NYSCC Supplier’s Day Announces New Dates

    Cosmoprof India Announces 2021 Dates

    MakeUp in Shanghai and Luxe Pack Shanghai Postponed
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    It’s My Face and I’ll Do What I Want with It

    The days of a single ‘classic’ look – the one-size-fits-all approach to beauty – are diminishing.

    It’s My Face and I’ll Do What I Want with It
    Different Looks: photos via Instagram -- on left, username 'martynagodaite'; on right, 'glamorusgladi.'
    It’s My Face and I’ll Do What I Want with It
    The author, Lisa Desforges
    Related CONTENT
    • Evolving Perspectives of Beauty – Part 2: Gen X
    • Qosina Adds Four New Board Members
    • Skincare Is Booming with New Brands
    • An American Horror Story Makeup Artist, On Products & Packaging
    • Neenah Transforms Design Collection Into a Three-Part System
    Lisa Desforges, Strategy Director, B&B studio12.13.18

    The beauty landscape is changing. On one hand we have “The Face.” A homogenized depiction of perceived perfection sweeping Instagram where women use heavy contouring and many layers of makeup to achieve a “flawless” look.

    On the other (very distant) hand there is a distinct move away from this obsession for a singular, uniform look, with makeup no longer seen as a tool for hiding, erasing or refining perceived imperfections, but as a toolbox to express the wearer’s own personality, rather than one defined for them by a brand or social movement.

    Instigated by a cultural shift towards acceptance and individuality, this trend for self-expression has been steadily gaining momentum for some time and the more enlightened brands are now actively seeking to support the movement, focusing on the unique personalities of their consumers rather than their outward appearance.

    The brands making the biggest impact are those that allow consumers to experiment with products without the goal of achieving a brand-defined look. Those that actively support playfulness and creativity and empower rather than exploit the insecurities of their consumers.  The days of a single “classic” look – the one-size-fits-all approach to beauty – are diminishing.

    But while the overarching message may be to encourage self-expression, brands still need to retain a sense of personality and individuality to stand out from the crowd. One that translates across all touchpoints – including the ever-important social media – and that aligns with consumers in a relatable way.

    Take the “Go Play” campaign for ASOS Face + Body. Overlaid with a spoken word soundtrack that states ‘I’m the artist, the canvas’, the short film features models of differing ethnicities and genders experimenting with the product range, using glittering eyeshadows, tiny pom-poms and large-scale polka dots to express themselves. Anything is possible – and acceptable – whether it’s a playful expression of personality, a classic look or simply no makeup at all.

    Taking this stance has opened the door for ASOS to collaborate with like-minded brands that major in self-expression, as seen in the launch of vegan makeup range Crayola Beauty which was released exclusively through ASOS this summer.

    In a wide variety of bright, vibrant hues, Crayola Beauty offers face crayons, “mermaid” eyeshadow palettes and a customizable lip kit with the option to create bespoke shades, encased in the classic yellow and green Crayola branding, taking consumers back to a time when their inhibitions were lower, and creativity and outward expression were actively encouraged.

    When the rules of beauty are relaxed, people can create new looks that better reflect how they feel – or want to be perceived. When, where, how and whether to wear makeup is now a choice, not a prerequisite, and consumers of all ages, backgrounds and price points are able to revise their beauty routine based on how they feel at any given time.

    The Challenge For Brands

    This presents a challenge to brands: how to represent – and connect with – such a multi-faceted consumer. One who may not have a “go to” look and aspires to change their makeup regime on a regular basis. The perfectly-groomed model showcasing the latest beauty trend is no longer enough.

    Consumers don’t want to be told what they want or who they should aspire to, and now expect brands to flex with them, fitting seamlessly into their lives in a way that doesn’t feel forced or restrictive.

    Gone are the days when brands could simply create a world and invite the consumer in, expecting them to fit a predefined mold. But being inclusive doesn’t mean losing the brand mission. Standing for something is as important as ever – it just needs to be sincere and go beyond the superficial.

    As part of this shift, enlightened brands are increasingly appointing brand ambassadors that align with a mindset rather than aesthetic profile, using role models and beauty bloggers instead of “models” in the traditional sense to appeal to a target attitude rather than a set demographic.

    In short, brands need to open up their definitions of beauty to be inclusive and diverse, with products that feel relevant and respectful, and allow consumers to experiment. And it’s these brands that accept that the days of one-dimensional beauty and single-brand loyalty are now behind us and realigned to fit this new, more inclusive world, are the ones that will reap the benefits long term.

    Photos: via Instagram: (R) glamorusgladi; (L) martynagodaite

    ABOUT THE AUTHOR

    Lisa Desforges is the strategy director of B&B studio, an award-winning independent design agency specializing in brand creation, identity and packaging design. Suspicious of catch-all insights, Lisa brings bespoke thinking to every project, resulting in the sort of smart, thoughtful and challenging strategies that drive the studio’s design work for brands like BEAR, BrewDog, Pip & Nut and Firefly.
    Related Searches
    • brand loyalty
    • launches
    • beautypackaging
    • design
    Suggested For You
    Evolving Perspectives of Beauty – Part 2: Gen X Evolving Perspectives of Beauty – Part 2: Gen X
    Qosina Adds Four New Board Members Qosina Adds Four New Board Members
    Skincare Is Booming with New Brands Skincare Is Booming with New Brands
    An American Horror Story Makeup Artist, On Products & Packaging An American Horror Story Makeup Artist, On Products & Packaging
    Neenah Transforms Design Collection Into a Three-Part System Neenah Transforms Design Collection Into a Three-Part System
    ‘Spritzing to Success:’ A Personal History of the Fragrance Industry ‘Spritzing to Success:’ A Personal History of the Fragrance Industry
    DoTerra DoTerra's Healing Hands Foundation Announces New Project
    Avon Avon's CEO Shares Plan To 'Open Up Avon'
    New Leaders Take the Reins at Designer Parfums New Leaders Take the Reins at Designer Parfums
    Derik Offers A Range of Decorating Solutions Derik Offers A Range of Decorating Solutions
    Strange Nail Art Strange Nail Art
    amika Reveals a New Look amika Reveals a New Look
    MakeUp in New York Arrives September 12-13 MakeUp in New York Arrives September 12-13
    Sneak Peek: Indie Beauty New York Sneak Peek: Indie Beauty New York
    Tap Packaging Solutions Tap Packaging Solutions

    Related Expert's Opinion

    • Cosmetics | Health and Beauty | Skin Care/Sun Care
      Growth Ahead for Some Categories in U.S. Prestige Beauty

      Growth Ahead for Some Categories in U.S. Prestige Beauty

      NPD reports promise amid 2020 sales declines; e-commerce fuels a rise.
      Larissa Jensen, NPD’s beauty industry advisor 02.05.21

    • Cosmetics
      Do Products Dry Up Before They Reach Consumers?

      Do Products Dry Up Before They Reach Consumers?

      Revuze reveals the top 3 topics driving negative and positive reviews for mascara.
      Alon Ghelber, CMO, Revuze 01.25.21

    • Cosmetics
      Where Beauty Finds Success in 2021

      Where Beauty Finds Success in 2021

      NPD’s Larissa Jensen on which industry markers to keep in mind.
      Larissa Jensen, Vice President, Industry Advisor, Beauty, The NPD Group 01.08.21


    • Cosmetics
      Brand Naming: Getting It Socially Correct

      Brand Naming: Getting It Socially Correct

      Navigate anti-racism and other insensitivities -- follow these 4 steps to choose a name for your product or brand that won't cause a controversy.
      Grant Polachek 10.01.20

    • Cosmetics | Fragrances
      Hope Buds in U.S. Prestige Beauty

      Hope Buds in U.S. Prestige Beauty

      While the market remains challenged, certain products—and ‘a new category’—are showing upticks in sales. Here's what was most in demand during 'lockdown.'
      Larissa Jensen, VP, Industry Advisor, Beauty, The NPD Group 06.11.20

    • Cosmetics | Health and Beauty
      The Beauty of Staying Home

      The Beauty of Staying Home

      Several bright spots emerge amid COVID crisis - Data & Insights from NPD.
      Larissa Jensen, VP, Industry Advisor, Beauty, The NPD Group 04.07.20


    • Cosmetics | Skin Care/Sun Care
      Why DTC Brands Are Succeeding with Beauty Aficionados

      Why DTC Brands Are Succeeding with Beauty Aficionados

      Direct-to-consumer beauty brands continue category disruption and share growth
      Elle Morris, CEO, Snapdragon 03.26.20

    • Cosmetics | Decorative Effects | Design Capabilities | Digital Printing | Fragrances | Package Development
      Borderless Design

      Borderless Design

      Blurring boundaries between cultures and society, people, and products — energizing a new movement of ‘borderless’ design.
      Jeannie Joshi, Joshi Design 01.24.20

    • Cosmetics
      What We Can Expect of Beauty in This New Decade

      What We Can Expect of Beauty in This New Decade

      Expectations for Makeup, Skincare, Sustainability and more
      Larissa Jensen 01.16.20


    • Cosmetics
       Generation Next

      Generation Next

      Who should beauty marketers set their sights on? How young is too young to cultivate brand loyalty?
      Elle Morris, CEO, Snapdragon 11.21.19

    • Cosmetics | Design Capabilities | Fragrances | Package Development | Skin Care/Sun Care | Sustainable Pkg/Practices
      How Innovative Beauty Brands Attract Gen-Z Consumers

      How Innovative Beauty Brands Attract Gen-Z Consumers

      Addressing a shifting luxury landscape
      Spencer Ball 11.14.19

    • Cosmetics | Package Development | Skin Care/Sun Care
      Evolving Perspectives of Beauty – Part 2: Gen X

      Evolving Perspectives of Beauty – Part 2: Gen X

      A follow-up on beauty perspectives from Generation Z, Millennials and Baby Boomers
      Elle Morris, CEO, HMS Design 11.15.18


    • Cosmetics | Fragrances
      Beauty Is Still a Brick & Mortar Business

      Beauty Is Still a Brick & Mortar Business

      Are beauty retailers immune to the impact of the “Amazon-effect”?
      Elle Morris, CEO, HMS Design 06.15.17

    • Airless | Bottles/Jars | Caps/Closures | Cartons/Boxes | Compacts | Cosmetics | Eco-friendly | Fragrances | Glass | Labels | Paper | Plastics | Sustainable Pkg/Practices
      Moving Ahead in Sustainability

      Moving Ahead in Sustainability

      Don’t think packaging, think purpose
      Nick Vaus 06.05.17

    • Bath/Body | Cosmetics
      How to Excel in All Channels

      How to Excel in All Channels

      It’s time for beauty brands to stop thinking of e-commerce as an afterthought.
      Camilla Crane 08.18.16

    Trending
    • Ranking The Top 50 Cosmetic Companies
    • Wondering How To Connect To The Latina Market?
    • The Estée Lauder Companies Closes Becca Cosmetics
    • A New Partnership Delivers Turnkey Beauty Solutions
    Breaking News
    • IT Cosmetics Supports Women’s Confidence
    • Inter Parfums Reports a Strong Fourth Quarter
    • Universal Engraving Announces New President
    • Raw Sugar Living Expands to Target with New Collection
    • Supporting Female Beauty Brand Founders on International Women's Day
    View Breaking News >
    CURRENT ISSUE

    January/February 2021

    • Drunk Elephant—Beauty Company of the Year: Excellence in Packaging
    • Key Insights on Lip Color & Mascara Packaging
    • Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging
    • A CBD Packaging Evolution
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Low Levels of Vitamin D and Calcium Linked to COVID-19 Severity
    Probiotic Evidenced to Assist Digestive Recovery from a Complex Surgery
    AHPA Submits Comments to FDA on Proposed Traceability Rule
    Coatings World

    Latest Breaking News From Coatings World

    Chromaflo Technologies Adds Benjamin Woeste as Territory Sales Manager
    AOC Announces EMEA Price Increase
    Mule-Hide Products Co. Introduces Seal-Fast Liqui-Flash
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Quidel's QuickVue At-Home COVID-19 Test Earns EUA
    Memic Receives FDA Marketing Authorization for Hominis
    Varian CEO to Retire Following Siemens Healthineers Acquisition
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Fusion Pharmaceuticals Acquires IPN-1087
    Strata Oncology Unveils Strata PATH Trial
    Alimentiv Acquires McDougall Scientific
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    IT Cosmetics Supports Women’s Confidence
    Inter Parfums Reports a Strong Fourth Quarter
    Universal Engraving Announces New President
    Happi

    Latest Breaking News From Happi

    Sozio Acquires Scentessence
    Cocokind Adds More Information on Packaging
    Sustainable Cosmetics Summit is Online in June
    Ink World

    Latest Breaking News From Ink World

    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Access Direct Mail Doubles Revenue with SCREEN's Truepress Jet520HD
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Domino helps Abbott Label boost business
    Crossmark turns to Eagle Systems for cold foil
    Maxcess launches Tidland PressureMax Airshaft Pressure Monitoring System
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Domtar Completes Sale of Personal Care Business
    Mitsui to Sell Chinese Nonwovens Business
    Dr. J's Disinfectant Wipes Approved for Distribution in CA
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    FDA Approves Accufix Surgical's Accu-Joint Hemi Implant
    FDA OKs Q-Collar Device to Protect Athletes’ Brains During Head Impacts
    SeaSpine Releases Reef TO (TLIF Oblique) Interbody System
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login