Break-through Beauty: Crafting a beauty brand for GenZ that stands out in a crowd.

Standing out in beauty is hard. Standing out to Gen Z is even harder. We worked with a legacy beauty brand to carve out a new space in a crowded landscape and meaningfully connect with Gen Z, an audience they had not been able to reach. The result was a new subbrand designed as both an entry point for younger customers and a catalyst for transformation across the company. Anchored in the brand’s values and capabilities, the concept translates heritage into new expressions of beauty that feel relevant today while remaining authentic to existing customers.