When you use technology to listen to voices and build communities, a vibe shift happens. And the result is a beauty subscription mega-brand, by the people, for the people.
Time for a different shade of beauty
Legacy beauty brands cast a long shadow — born out of boardrooms and dictating a very narrow image of what beauty should look like. IPSY came to shake things up, and use data to actually listen to individuals to deliver products that celebrate self-expression instead of stifle it. On a run of rapid growth, they acquired several other like-minded companies, and needed a brand to unify their beliefs and turn up their volume in the market.
Insight & Idea
The Beauty Mark & Data Point
Using data to listen to people and promote self-expression was core to IPSY as a company. We went looking for cultural symbols that could simultaneously capture both. The beauty mark (and data point) became a beacon of inspiration. It was singular but also spanned time, culture, race, gender, and background. Combined with the new brand name we devised, Beauty For All Industries (BFA), a powerful story came to be.
Consulting & Strategy
Discovery and Insights Mining, Strategy Workshop, Brand Strategy, Brand Architecture
Brand & Content
Naming, Visual Identity, Verbal Identity, Brand Guidelines
Digital & Product
Digital Content, Website Copy, Website Design, Website Development & QA
fundraise following within 3 months of brand launch
Awwwards, Site of the Day Honorable Mention, Web Design
AUFI x BFA, AUFIlearn more
Beauty companies Ipsy and BoxyCharm merge to form mega makeup subscription service, Silicon Valley Biz Journallearn more
Beauty for All Industries launches new initiative for diversity and sustainability, Glossylearn more
Ipsy owner Beauty For All Industries bags $96m cash injection, Cosmetics Businesslearn more