Recruited to the PINK beauty team to create a new design system for the full PINK beauty product line. In strategy development with merchandising and leadership, capturing the Gen Z audience, it was necessary to update the branding to reflect current customer demands — from formula and scent efficacy to recyclability to the overall aesthetic. 90% of the components are made with non-virgin post-consumer recycled plastic — we made strategic decisions while selecting the type of components and colors. We conducted competitive research about the target audience, sifting through what was working for brands. We utilized focus groups to analyze customer panel results. We proposed photography art direction to the marketing team to reflect a more raw and authentic energy - information gathered from research. The results are a modern and relevant brand projection, with an increase in sustainable packaging, launched May 2023.
Rebranded PINK Beauty
Alternative Concepts
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