BEAUTY COUNTER / BRAND BOOK by speardesigngroup

Brand Book

Tell the Beauty Counter story. Committed to a health & safety standard that goes well beyond what is legally required in the United States. To get safter products into the hands of everybody.

Our strategic focus became:

Our vision: Put truth back in beauty!

COVER A:

BE AU TY The New Beauty

O J

Y E N

INTRO: JOYFULNESS

U S

OUR MISSION To get safer products into the hands of everyone.

iâ&#x20AC;&#x2122;m in love

with you

STATISTICS: SPRINKLED THROUGHOUT

#betterbeauty

1,400 11 VS

THE NUMBER OF HARMFUL COSMETICS INGREDIENTS BANNED IN THE EUROPEAN UNION VS THE UNITED STATES

There are more than 80,000 chemicals on the market today. Many donâ&#x20AC;&#x2122;t have any safety data. This is particularly true of those used in the skin care and beauty industry.

STATISTICS: SPRINKLED THROUGHOUT

#betterbeauty

1938 THE LAST TIME CONGRESS PASSED A LAW REGULATNG THE COSMETICS INDUSTRY

CHAPTER: NATURAL

Natural

Only about 10% of the 10,000 chemicals commonly found in personal care products have safety data

SI MP LE

This is about progressâ&#x20AC;&#x201D; not perfection. Because every little bit counts.

CHAPTER: SAFE

Safe Our rigorous Ingredient Selection Process ensures that our products work beautifully without compromising your safety.

ITâ&#x20AC;&#x2122;S TIME FOR A CHANGE.

our ingredient selection process STEP 1

ban intentionally STEP 2

screen rigorously STEP 3

learn constantly STEP 4

source responsibly STEP 5

share transparently

WE DESERVE BETTER.

WEâ&#x20AC;&#x2122;RE DOING SOMETHING ABOUT IT.

Know

Everything

IT’S NOT EASY WORK, BUT IT’S WELL WORTH IT.

fresh

#betterbeauty

This is NOT a beauty company.

Itâ&#x20AC;&#x2122;s a MOVEMENT.

1938

The United States has not passed a major federal law to regulate the ingredients in personal health care since

what you put IN your body, matters as much as what you put ON it.

80% of ingredients in beauty products have NEVER been tested for safety.

S SA FE

BEAUTY

FOR

EVERYBODY.

THE THE NEVER NEVER LIST LIST

AN NIIIM MA ALLL FFFAT ATSSS,,, O OIIILLLSSS A AN ND DM MU USSSKK KSSS --- BBBEEEN NZZZA ALLLKK KO ON NIIIU UM MC CH HLLLO ORRRIIID DEEE --- BBBEEEN NZZZO OPPPH HEEE--A N M A AT O A N D M U N A O N U M C H O D N O H A NO ON NEEE A AN ND DD DEEERRRIIIVVVAT ATIIIVVVEEESSS --- BBBIIISSSPPPH HEEEN NO OLLL A A (((BBBPA PA))) --- BBBU UTTTO OXX XYYYEEETTTH HA AN NO OLLL --- BBBH HA A N O N A N D D AT H N O A PA U O H A N O H A N AN ND D BBBH HTTT --- C CO OA ALLL TA TARRR H HA AIIIRRR D DYYYEEESSS A AN ND DO OTTTH HEEERRR C CO OA ALLL TA TARRR IIIN NG GRRREEED DIIIEEEN NTTTSSS --- 111,,,444 A N D H C O A TA H A D A N D O H C O A TA N G D N A DIIIO OXX XA AN NEEE --- EEETTTH HYYYLLLEEEN NEEED DIIIA AM MIIIN NEEETTTEEETTTRRRA AA AC CEEETTTIIIC CA AC CIIID D (((EEED DTA TA))) --- EEETTTH HA AN NO OLLLA AM MIIIN NEEESSS D O A N H N D A M N A A C C A C D D TA H A N O A M N D MEEEA A///D DEEEA A///TTTEEEA A))) --- FFFO ORRRM MA ALLLD DEEEH HYYYD DEEE --- H HYYYD DRRRO OQ QU UIIIN NO ON NEEE --- M MEEETTTH HYYYLLL C CEEELLLLLLO OSSSO OLV LVEEE M A D A A O M A D H D H D O Q U N O N M H C O O LV (((M MEEETTTH HYYYLLLIIISSSO OTTTH HIIIA AZZZO OLLLIIIN NO ON NEEE A AN ND DM MEEETTTH HYYYLLLC CH HLLLO ORRRO OIIISSSO OTTTH HIIIA AZZZO OLLLIIIN NO ON NEEE --- M MEEERRR--M H O H A O N O N A N D M H C H O O O H A O N O N M M CU URRRYYY A AN ND DM MEEERRRC CU URRRYYYC CO OM MPPPO OU UN ND DSSS(((A ALLLSSSO OLLLIIISSSTTTEEED DA ASSS TTTH HIIIM MEEERRRO OSSSA ALLL)))---M MIIIN NEEERRRA ALLL O OIIILLL C U A N D M C U C O M O U N D A O D A H M O A M N A O C ALLLSSSO O LLLIIISSSTTTEEED DA ASSS LLLIIIQ QU UIIID D PA PARRRA AFFFFFFIIIN N;;; LLLIIIQ QU UIIID D PPPEEETTTRRRO OLLLAT ATU UM M;;; PA PARRRA AFFFFFFIIIN NO OIIILLL))) A O D A Q U D PA A N Q U D O AT U M PA A N O (((A OXX XYYYBBBEEEN NZZZO ON NEEE --- PA PARRRA ABBBEEEN NSSS (((M MEEETTTH HYYYLLL---,,, IIISSSO OBBBU UTTTYYYLLL---,,, PPPRRRO OPPPYYYLLL--- A AN ND DO OTTTH HEEERRRSSS))) O N O N PA A N M H O U O A N D O H O HTTTH HA ALLLAT ATEEESSS (((D DBBBP, P, D DEEEH HP, P, D DEEEPPP A AN ND DO OTTTH HEEERRRSSS))) --- PPPO OLY LYEEETTTH HYYYLLLEEEN NEEE G GLY LYC CO OLLL (((PPPEEEG G H H A AT D P, D H P, D A N D O H O LY H N G LY C O G PPPH CO OM MPPPO OU UN ND DSSS))) --- RRREEESSSO ORRRC CIIIN NO OLLL --- RRREEETTTIIIN NYYYLLL PA PALLLM MIIITAT TATEEE A AN ND D RRREEETTTIIIN NO OLLL (((VVVIIITA TAM MIIIN NA A))) C O M O U N D O C N O N PA M TAT A N D N O TA M N A C OD DIIIU UM M LLLA AU URRRYYYLLL SSSU ULLLFAT FATEEE A AN ND D SSSO OD DIIIU UM M LLLA AU URRREEETTTH H SSSU ULLLFAT FATEEE (((SSSLLLSSS A AN ND D SSSLLLEEESSS))) SSSYYYN N--O D U M A U U FAT A N D O D U M A U H U FAT A N D N SSSO HEEETTTIIIC C FFFLLLA AVVVO ORRR O ORRR FFFRRRA AG GRRRA AN NC CEEE ,,, TTTO OLLLU UEEEN NEEE,,, TTTRRRIIIC CLLLO OSSSA AN NA AN ND D TTTRRRIIIC CLLLO OC CA ARRRBBBA AN N H C A O O A G A N C O U N C O A N A N D C O C A A N TTTH

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At Beautycounter, weâ&#x20AC;&#x2122;ve banned more than 1,500 ingredients setting a new health and safety standardâ&#x20AC;&#x201D;

G R E G G

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A NEW S TA N D A R D IN BEAUT Y

Unparalleled safety, flawless formulas.

Beauty Counter Case Study

Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM