Clean Makeup for Everyone,
and Every Frequency
DATE
January, 2020
CATEGORY
Branding, Social, Motion Graphic
DESIGNER
Luisa Betancourt, Jane Lu
CREATIVE DIRECTOR
Lauren Golik
CREDIT
Bartlett Brands
January, 2020
CATEGORY
Branding, Social, Motion Graphic
DESIGNER
Luisa Betancourt, Jane Lu
CREATIVE DIRECTOR
Lauren Golik
CREDIT
Bartlett Brands
The First Inclusive Clean Make Up Brand
Exa Beauty is a clean makeup brand designed as inclusive, plant-based, and eco-friendly. From its packaging to its mission, Exa Beauty aims to cut through the status and quotes in the clean beauty world with its variety of foundation colors. I worked on this project mainly on social media content and post production, as part of the team during my time at Bartlett Brands.
For more information:
exabeauty.com
Case study by Bartlette Brands
Exa Beauty is a clean makeup brand designed as inclusive, plant-based, and eco-friendly. From its packaging to its mission, Exa Beauty aims to cut through the status and quotes in the clean beauty world with its variety of foundation colors. I worked on this project mainly on social media content and post production, as part of the team during my time at Bartlett Brands.
For more information:
exabeauty.com
Case study by Bartlette Brands
Background
For a long time, the beauty industry in the United States has been under-regulated. While the United States bans just 30 ingredients, the European Union bans over 1,300. Hence came the new market for clean beauty, with Credo leading its way, banning over 2,700 ingredients for its product standards. However, the clean beauty brands have been limiting in terms of inclusivity. Most clean beauty brands have shades of color up to 19. Apparently, there had been a white space in clean beauty, until now.
The founders of Credo tried to create the first-of-its-kind clean makeup that is high on standards and super-charged with positivity, and here comes Exa.
Packaging Design
INTRODUCING EXA BEAUTY
Amplify Your Nature,
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Amplify Your Nature,
No Compromise to be Clean
NCLUSIVITY
The first clean makeup brand that has 43 shades of foundation, including all shapes of skin tones.
The first clean makeup brand that has 43 shades of foundation, including all shapes of skin tones.
PLANT-BASED
Every product is cruelty-free and formulated to meet the Credo Clean Standard, the strongest standard in beauty retail today.
ECO-FRIENDLY PACKAGING
When selecting product packaging, we consider the entire life cycle: how materials are sourced and produced, how they’re used, and how they’ll eventually be discarded.
When selecting product packaging, we consider the entire life cycle: how materials are sourced and produced, how they’re used, and how they’ll eventually be discarded.
Social Media
Launch Campaign
Based on our consumer persona, targeting younger audiences with certain criteria and aesthetics in makeup they choose to purchase, we decide to use Instagram and Tiktok as the main platform for the promotion & launch of Exa Beauty. Emphasizing inclusivity, cleanness, and sustainability, we come up with a series of fun and vibrant content to help Exa Beauty stands out.
