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TOO FACED COSMETICS

THE BRANDING ISSUE



introduction

T TOOFACED.COM

here aren’t many industries’ that can boast the fierceness of competition as in the beauty industry. Over saturation due to the scope and trendiness nature of the business offer great opportunity for company’s who have great ideas, the wherewithal to stay relevant and engaged with their customers. This is the problem with Too Faced Cosmetics. Too Faced manufactures quality, innovative products yet lack the brand appeal and awareness that gets the consumer excited about their products. Too Faced strength isn’t that they carry a large number of sku’s in their inventory, but that they offer quality, innovative products that appeal to a large segment of women who identify with their values. It is the purpose of this campaign to revamp and energize Too Faced Cosmetics as a recognizable, go to brand for quality, trend-setting cosmetics. Lastly, it is also the goal of this campaign to retain customers, as well as acquire new customers with a comprehensive marketing campaign that will allow Too Faced to grow and enter into new markets.


tableofcontents RESEARCH

08 Research 15 Demographics 19 SWOT Analysis 21 Client Brief 23 Brand Mission CREATIVE DEVELOPMENT 27 Inspiration 28 Mood Boards 29 Logo Inspiration 30 Logo Development 31 Motion Graphics & Taglines STYLE GUIDE 35 Style Guide synopsis 37 Makeover 38 Logo Standards 40 Logo Uses 42 Look & Feel 46 Brand Voice

ASSETS

49 Media Assets snapshot 50 Assets

TOO FACED 50

Media Vehicles

17

Personas

29

Logo Iteriations




THE

ANSWERS

RESEARCH.


“A woman without paint is like food without salt”. A quote from Philospher Plautus that explains the love affair between makeup and women throughout the ages. Even he couldn’t fathom the role and the importance makeup would play in society century’s later.


research The cosmetic industry is a very competitive, ever changing industry. Because it is so volatile, with new niche markets emerging almost daily, the need to be and stay relevant is an important goal to cosmetic companies. Market share, which amounts to millions of dollars in revenue, is at stake. In order to stay relevant companies often need a strategy, almost a rebirth in order for it to reconnect with its consumers. A solid, successful rebranding strategy can take even the least sought after brand and turn it into an overnight success. Often, rebranding includes a complete overhaul in design solutions like the logo, marketing and social media, and the overall feel of the brand. In actuality, design helps consumers make the tough choices simple. Color theories, the use of typography and ad placements are often scrutinized in order to find the best strategy in reaching the target audience. When a company believes it has a great product to offer to consumers it is in its best interest to take the necessary steps to stay relevant. This paper looks at one such company who, without the utilization of a well-thought out, rejuvenated rebranding campaign might lose its potential of becoming truly beautiful.


L

et’s not be mistaken, Too Faced is not concerned with the size of its competitors. According to Goldin, “In the current world, money is not everythinng and size is not everything. It’s really about the quality of the connections you make with consumers, the way you bring the brand to life” (Neff, 2012). Too Faced is a glamour filled brand infused with fun for the woman who expects more from her makeup. By focusing on a rejuvenated rebranding campaign aimed at the needs of its consumer base, Too Faced will be able to make these connections. By strategically focusing on the intangible complexities that matter to a female between the ages of 16 and 40, like confidence, intelligence, beauty and fun. It will present to women on a glamorous scale, that this is the brand to purchase for that confidence, intelligence, beauty and fun. What teenager in high school wouldn’t like to have that in her arsenal during a confusing time of peer acceptance and boys? What woman, who is in the work force trying to establish her career, not want that for her? Beauty is important and powerful. This is why it is important a

RESEARCH

brand that focuses on the needs of women with quality, innovative, fun products is readily available and known to women. And Too Faced will make it known that all these intangibles are wrapped up in pretty packaging with its name on the box. In an essay from Robert Bly, he reiterates to “Start with her needs, desires, fears, concerns, problems, headaches and dreams. People care much more about themselves than they do about your product” (Bly, 2009). Too Faced will show women why they need to choose this brand over its competitors. To accomplish this, advertisements will be placed in fashion magazines like Seventeen, Teen Vogue, and Girls Life for the younger target audience. Modern magazines like Cosmopolitan, In Style, Glamour, Elle, and Vogue will be used for women 21 and over.


Foundational Improvements Lastly, a stronger presence will be implemented on social media, all in efforts to raise brand awareness, brand loyalty, recognition as well as revenue. In order to increase brand recognition, market share and revenue, Too Faced must be rebranded. Focusing on campaign objectives will communicate Too Faced as the go to brand for trendy, fashion conscious women who identify with fun, and glamour. The market strategy includes developing commercials, web and mobile applications, print communications such as a redesigned logo, revamped product packaging, makeup cards that are understandable yet practical, and other marketing collateral; i.e., billboards and sponsorships of fashion designers and fashion shows. Typography, color and concept are all egregiously important in developing a memorable brand identity to accomplish

rebranding goals. Erik Spiekermann, a celebrated typographer and author of Stop Stealing Sheep and Find Out How Type Works, states that anyone looking at a printed message will be influenced within a split second of making eye contact, by everything on a page (2002, p. 39). In order to influence attitudes, the Too Faced logo will be changed from script to sans serif lettering to be more effective. The typography will be Futura Condensed Medium, a bold san serif font that is easily depicted at any scale. This aggressive font is reflective of modern women who are fun, confident, and feel their personal beauty is important.


Color Theory Color increases brand recognition by up to 80 percent (Morton, J. 2010). Another interesting fact is that, “Research conducted by the secretariat of the Seoul International Color Expo documents the following relationships between color and marketing: 92.6 percent said that they put most importance on visual factors when purchasing products” (Morton, J. 2010). This is why it’s imperative that the color schematics change. The pink in Too Faced past is an insubstantial color and appears muted, disassociating itself as a fashion brand. “Pink symbolism is complex and its popularity is subject to so many influences. In some cases, it is quite appropriate; in others, perhaps the only cliché worth using is one, which is ripe for a vivid transformation” (“Think Pink”. n.d.). By embracing a darker, more saturated, vibrant pink, a feeling of youthfulness and glamour is implied, hence a design linkage for Too Faced.


“High saturation increases arousal and excitement; high (versus low) levels of saturation exhibit a positive relationship with the excitement dimension of brand personality” (Labrecque & Milne. 2012). The softer pastel pink was originally used and intended for the feel of Old Hollywood glam. However today, the color is more indicative of nursing homes, and baby rooms, feelings of relaxation and calm. It isn’t that the softer pink is wrong, it is wrong for a brand whose intention is fun, and glamorous. The sense of panache must be introduced and injected into the brand. Fashion and Beauty are synonymous with one another. “In the fashion world, black expresses status, elegance, richness, and dignity, e.g., black limousines, black tie events, little black dresses, tuxedos, suits” (Labrecque & Milne. 2012). This is why so many cosmetics companies use black as their

prominent color. Black means glamour, appeal, desirability and sophistication. In the beauty industry this perception is paramount. “Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone (Morton, 2010).

The Clear Complexion

However, to get the type of brand recognition warranted for such a product requires a


strategy that has the staying power and the influence on the minds of the consumer. Marketing is the solution. Marketing is the only way to gather the greatest attention and extend Too Faced beyond the borders. Along with pink and black, humor and wit will play a significant role in the advertisements. This is the differentiating factor between its competitors. Too Faced is a fun brand and will be marketed as such. Lively images of women adorned in pink or black enjoying challenging situations while looking beautiful will be the foundation of the print

ads. Fuchsia will be the recurring theme in all images associated with Too Faced. Portraying women as confident and cool in chaotic environments will have women’s interest peaked and clamoring to find out more. Too Faced will use these personal experiences and others to ultimately forge an emotional connection and a relationship with its consumers. This focus on their targets core values of leading pleasurable, happy, fun lives while looking fabulous will be communicated and encourage sales to rise exponentially.


n conclusion, Too Faced Brand Cosmetics is an exuberant, fun based brand retailing at a great price point. A lively, rebranding campaign will bring awareness and the attention needed to solve this problem and achieve the goals. Strong brand names have strong brand recognition and an even stronger consumer following, however, Too Faced can be a formidable opponent. With the help of this new branding campaign that includes a new logo, improved typography, packaging, and marketing material, this strategy will rejuvenate the brand and form an emotional

I

connection to its target audience. This connection will be formed by the new design and also by appealing to the values of the different cultural bases, which will be captured through its marketing efforts. This new image will express to the consumer Too Faced own values, beliefs and purpose. Quality, fun and a trustworthy brand is the product guarantee when a Too Faced product is purchased. Through this rebranding strategy, Too Faced relationship with its target audience can be built, continue to grow and be the go to brand of fun, ambitious, self-confident, attentiongrabbing women worldwide.


DEMOGRAPHICS


Females 16 to 40 Self Confident Go Getters Heightened Beauty Awareness “We are not speaking to designers, we are not speaking to other businesses, we are speaking to consumers in most cases and we’ve really got to connect with them on a specific level”. -Margo Chase


personas

Taylor is the type of teen that will drive any parent crazy. As a native of North Carolina, Taylor is a popular sophomore in high school whose brother is the captain of the varsity football and basketball teams. Taylor participates in a number of sports herself while maintaining a 3.5 grade point average. Conscious of her appearance & smarts, and definitely conscious of boys, Taylor often finds herself a stickler about her appearance. Friends, social media and make up blogs are her go to for the latest and greatest news on fashion and beauty. Her competitive spirit doesn’t stop her from being girly outside of her athletic obligations. She can be found in her spare time, out planning things with friends,while eagerly posting pics of them to social media. Lolita lives in Manhattan, and is a 35 year old mid level exec who has eyes for the top. Although she is an ambitious girl, she looks forward to the reaffirming, loving bond that her 2 small bichon’s, Louie and Vuitton give her. Underneath all the fitted, name brand suits, the long hours in the office and the skimpy lunches at her desk, she finds solace in all the little things that playfully remind her of her femininity. In an office mainly occupied by men, she has pink and purple gel pens stashed in her desk. Besides her furry babies, down time includes an episode of TiVo’ed Scandal, a glossy fashion magazine and a glass of red wine.


60%

of 12 year old girls wear makeup.

Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing.

82% of women believe wearing makeup makes them feel more self confident.


STRENGTHS

Quality Products Research & Innovation; role model for innovative products Customer Oriented Strong Social Media Presence Basics Product Line is Strong and Popular

OPPORTUNITIES

Increase brand recognition by advertising in fashion magazines, and sponsoring fashion shows Expansion to new markets, such as skin care and nail care that allows for more product lines Expansion of current product lines by offering more selection for different ethnicity’s

SWOT ANALYSIS


WEAKNESSES

THREATS

Brand Recognition is Weak The website (hub) is not as strong visually as competitiors Not in as many other niche markets as its competitors Logo needs changing

Intense competition from major brands with the latest trend Industry is highly competitive Staying true to brand, not portraying itself as a value based brand


Background Too Faced is a manufacturer of cosmetic products that include “eye products, such as bases and primers, shadows, glitters and shimmers, liners, mascaras, and brows; lip glosses, plumper’s and balms, pencils, as well as lipsticks; face products that include concealers, pressed powders, foundations, and blushes; bronzers, bronzing palettes, and self tanners; eye and face sets; gifts, accessories, including makeup brusher’s and bags and custom palettes”. Based in Irvine, California, co-founder and Creative Director Jerrod Blandino founded the company in 1998 with co-founder and CEO Jeremy Johnson. Known for its trend setting and innovative products.

CLIENT BRIEF


Overview Why is a campaign needed? Too Faced could have a stronger brand presence in the market. Not a lot of women are familiar with the brand and this could change by giving the brand a much needed boost/ makeover. By doing this, not only will the brand be more recognizable but it will also increase its bottom line and market share.

What will be the primary purpose (objective) of this campaign? The primary objective of this campaign is to increase Too Faced brand recognition and assist in making it a popular brand amongst 16 to 40 year old females.

What are the top ways (strategies) that this will be achieved? I plan to meet these objectives by overhauling the present website as it is the hub, base and heart of all of Too Faced products. By transforming the website from unassuming and dull to what the brand stands for; trendiness, fun and glamour. Next, all supporting media will too be representative of these traits as well. A cohesive design system will be used to connect visuals from the website to the product packaging to the shopping bags.


Too Faced mission is to provide an exciting experience that adds confidence while enhancing a woman’s natural beauty through quality cosmetics offered through out the world.

BRAND MISSION


Brand Personality

The Brand Personality is who Too Faced is at its core. These personality traits should be the go to tenants when writing and designing for the brand. Fun Girly

Fashionable Smart



CREATIVE

THE INSPIRATION.

DEVELOP MENT


“...without inspiration we cannot move forward.

It is the air we breathe to fuel our creative progress�. -Hillman Curtis


inspiration Companies should worry about losing sales and market share by only using traditional communication channels such as TV, or print in today’s society. By connecting with consumers through digital media, the investment could be greater with less marketing dollars being spent. “The approach paid off handsomely, delivering sales results similar to traditional marketing (which included heavy television advertising and significant print) at a fraction of the cost”. The importance of this technology is supported by J. Thibeault in Is Transmedia Storytelling the New Digital Marketing. “As more and more users adopt these technologies into their lives, they expect the same thing of companies” (Molnar, 2011). Companies must stay relevant or risk falling behind in the market.


The strategic platforms that led to positioning Too Faced were based on three anchors: captivating, empowerment and must have, reflecting the brand’s unique marketing initiatives to increase brand recognition, customer loyalty and retention as well as gaining new followers.

MOOD BOARDS


e v o L A g n i e B ! l r i G

Revel In Your Girlishness

SHINE

Wor Hard k . Lo Pret ok ty

Who You Do Wan Be? t To Be u o Y o h W e B o T t Wan

You On ’re !

MOTION GRAPHICS TAGLINES


“Quite often, one quick glance is all the time you get to make an impression” -David Airey

LOGO DEVELOPMENT


With its new identity, a sense of fashion and beauty is injected into the brand where it was lacking before. The inspiration for the logo was gained from the shapes of circles denoting the colors in eye shadow palettes. After a number of iterations, the shapes were put together and formed into the initials of Too Faced. The negative space of the T and F is reminiscent of a runway in fashion shows.

LOGO DEVELOPMENT



THE

TOOLS

STYLE.


“This support system of color, imagery, typography, and composition is what makes an entire program cohesive and differentiated.� -Alina Wheeler


styleguide In today’s world, women are bombarded with countless cosmetic companies that offer numerous choices of the latest products; making it even more difficult to stand out and be remembered. Subsequently, it’s more important than ever that the brand be presented strategically to embody the level of quality and trust that people have found in the brand. This resouce guides and ensures the representation of the Too Faced brand identity remain consistent across all marketing material. The style guide covers all aspects of the identity, such as the message, voice, tone and appearance. This is the only way to ensure all communications look and feel as they come from the same consensus and promote the values of Too Faced.


The Make Over

before

after

The Too Faced Logo is the most immediate representation of the company and brand.


Too Faced is a unique company which differentiates itself through the experience it delivers of fun, Hollywood glamour and transformation on many levels. Behind the brand now is a sense of glamour, revitalization and interest. The improved logo is representative of countless women of different complexions, backgrounds and experiences; therefore making it more universal and transcendent.


“The sequence of cognition. The brain acknowledges and remembers shapes first. Color is second in the sequence.”

Dissecting A Logo

-Alina Wheler

The Too Faced logo is composed of two main elements; the pictorial mark and the word mark. It’s designed for high impact and easy recognition. The logo itself is complex, but it’s credible, strong, modern and easily memorable. To preserve the integrity of the Too Faced Brand, it is of the utmost importance that all reproductions of the logo be kept up to these standards listed:

LOGO STANDARDS


x measure

COLOR The primary use for the Too Faced logo is the full color version. Colors include only:

Let’s be clear...To preserve the Too Faced logo brand’s integrity, always maintain a minimum clear space around the logo. The logo must always have a clearly defined area of space surrounding it to ensure that it is not overpowered or crowded by graphic elements or text. The minimum clear space for the Too Faced Brand logo and the alternate logos is defined as the height of the “T” in the wordmark. To create a more eye catching wow factor, allow even more space around the logo.


YES!

YES, YES,

The logo can appear on color, illustration, or photographic background as long as the legibility and integrity of the logo are not compromised.

LOGO USES


NOOO! to pictorial mark only

to stretching

to one color circles

to squishing

to shrinking

to changing the background

to re-arranging

to border changes


Images are used to communicate the core message of captivation, empowerment married with the current, most trendy must have looks amongst the target audience. Colors are rich and diverse incorporating the four main colors of the logo and campaign. The bold images are intrusive and catch your eye, like the women we serve. Color and texture are an important part of how the message is communicated. The textures are fluid and organic. They signify movement, change and beauty. Organic in feel, beautiful in style, these textures will be evident in communications. Also, solid blocks of colors in shapes of circles, rectangles, anything geometric is an interesting way to express Too Faced values in a contrasting, relaxing on the eye, particular way.

LOOK & FEEL


Imagery

TEXTURES

8


Each year, it can be estimated that a logo is seen by hundreds of millions of people across media platforms. Joseph Pine stated “As reality is qualified, altered, and commercialized, consumers respond to what is engaging, personal, memorable and above all, what they perceive as authentic.� Color is one of the design elements that makes this possible. Stands to reason why sixty percent of the decision to buy a product is based on color. This is why it was important to change the colors associated with Too Faced cosmetics brand from dull and unassuming to eye catching and interesting.

Color Palette

A new vibrant, dynamic fuschia is now the face of Too Faced Cosmetics. Glamour is represented by the black and white colors that are timeless, ageless and sleek. The gold is a nod to Old Hollywood, with all its glitz and glam, but now revitalized, given new life. Overall, the brand is fresher, younger and has a greater appeal.


R:255, G:0, B:128 C:0, M:1, Y: 0.498, K:0 R:0, G:0, B:0 rgb C:0, M:0, Y:0, K:1 #000000 255, 255, 255 rgb 0,0,0,0 cmyk #FFFFFFSS 255, 204, 0 RGB 0, 0.2, 1, 0 CMYK #FFCC00

“As a marketing tool, color attracts consumers and can shape their perceptions. Through color, a brand can establish and effective visual identity, form strong relationships with a target market, and position itself among competitors in the marketplace.� (Labrecque and Milne. 2012).


Typography The Futura font is strong and clear. It is used to communicate the message in the loudest voice possible. Dense is a sleek font that signifys the fashion and beauty industries. Avenir Next is minimal, still sophisticated and easy to read.

Futura-Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!

Futura-Condensed 50Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!

Avenir Next Condensed-Body Copy ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789! Dense-Headers

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!


Tone of Voice The tone of voice has its own distinct sound. One that separates Too Faced from its competitors and really signifies who they are. The brand means Excellence so they sound Authoritative. They love what they do and love helping women so they sound Fun and Confident. Too Faced should be able to describe every piece of copy they produce as Authoritative, Fun and Confident without losing the core message of supporting women to be who they decide to be. Encouraging women to take on the world is what we do and we do it well.

BRAND VOICE



THE

SOLUTIONS

ASSETS.


“In the current world, money is not everything and size is not everything. It’s really about the quality of the connections you make with consumers, the way you bring the brand to life” -Julia Goldin, CMO, Revlon


mediavehicles “The first thing to understand about marketing today is that it’s all about shared experience. Consumer behavior is radically changing with respect to content consumption. No longer are people consuming most of their content on the TV, a newspaper, or even their computer. Rather, they are using a combination of channels� (Thibeaul, 2014). The goal in using transmedia is to establish, connect and engage the target audience into building a strong and loyal relationship with Too Faced Cosmetics. The following transmedia platforms along with intentionally chosen design elements will be used to form these emotional relationships. Because Too Faced Cosmetics is ranked 4th in brand recognition amongst its three competitors of MAC, Urban Decay, and Make Up Forever; the anticipated result for these choices of media mix would be to increase its brand recognition thereby gaining more sales and brand loyalty; in essence, influencing end user behavior.


Website



“By associating elements of your business with popular trends, users will be more likely to take notice of your site, share your pins or even seek your professional services (Ahmad, 2014).

Social Media


Pinterest is important to the campaign because there can be viewed the most popular pins (trends) and analyze them from users who can be pretty inluential in their social circles. Then Too Faced can affiliate its content with these trends and even start some of its own. The pins or images allows users to share and connect with each other based on the products they’re interested in.

“Pinterest drives more traffic to retailers than Linkedin, YouTube and Google+, reaching more than 10 million monthly unique vistiors than any other sand alone site ever�. -Mediabistro.com


Digital Advertisements- This is final, however, 2 more images will be shown to see the transitions.

Smartphones, tablets and other connected devices will be able to receive the content of our digital magazines. Staying relevant and connected to people through their mobile devices are paramount and necessary to have the most impact amongst media platforms.


Companies should worry about losing sales and market share by only using traditional communication channels such as TV, or print in today’s society. By connecting with consumers through digital media, the investment could be greater with less marketing dollars being spent.


Print Material


“It is about creating a genuine and lasting presence in the social web that embeds your content and brand into the places where consumers are congregating and sharing. It’s about creating never-ending streams of content that people care about, tapping into their passions and connecting to them in ways that last a lifetime. Furthermore, it is about ROI!” -Overdrive Interactive Website “Magazines and newspapers are the two most frequently used forms of print advertising. Companies selling products or services related to occupations, lifestyles, or interests use magazines because they can pinpoint their target audiences” (Levens, p. 198).


Billboards



TV

According to the National Cable and Telecommunications Association, there were approximately 62 million cable TV subscribers in the US as of 2012. The UK had approximately 47 million subscribers. Because TV is the only medium that can deliver an experience only unique to TV through sight, sound and movement, TV is a powerful medium. According to a Google Study in Multi Channel Delivery, the average time spent per interaction is by the television, followed up by the computer.


Advertisements will be placed during peak viewing times for popular shows like Scandal, The Good Wife, Vampire Diaries, Glee and American Idol to ensure we hit the demographic of girls and women aged 16 to 40.


THESE TWO PAGES ARE JUST PLACE HOLDER TYPE. ABOUT THE DESIGNER Balloons at the SF Ferry-https://www.flickr.com/photos/kowitz/4177587044/ in/photolist-4yfbyL-7nae5Q-6J7GBL-98hSZj-3gEWXs-HcHZm-8io3dL-kHup4AycHZ-cDK9Mq-eWVNt-fMwzb7-hRsn1-gRjPnw-gCCrhG-3o3C45-gEgydUnBSZK-aM4L46-4S27aQ-65yQS6-4Mz7gj-gUnk15-nUiy4-cCVcXU-ceUCL5jLBHF-8vq1cG-cxWAKY-2EAHFh-ikhknm-MqiSL-6aL1oN-4nPhsa-48DpCc2WNAWk-6iebw-8UoKEv-4Hc5Yr-cCBhS9-e9cxEe-5Ku9xG-4nq8uGijmQYU-8m2dV6-iqio1q-eiEKHF-dBd8UG-jjxx28-ak3Z4a


REFERENCES AND ABOUT ME GO ON THESE PAGES

References

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