White 10 4 1 final addition

TOO FACED COSMETICS

THE MAKEOVER ISSUE Too Faced Cosmetics, The Makeover Issue 1

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introduction

T

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 both new and seasoned company’s who have great ideas, and the wherewithal to stay relevant and engaged with their customers.

TOOFACED.COM

This book is a reference to the process of how to rebrand a company who in a cluttered, yet highly lucrative market can overcome its obstacle of obscurity.

From obscurity to strong contention, this book will explain what rebranding can do for the beauty that is Too Faced.

Too Faced Cosmetics, The Makeover Issue 3

tableofcontents

TOO FACED COSMETICS RESEARCH 1.0

09 Research 16 Target Audience 20 SWOT Analysis 22 Client Brief 24 Brand Mission

CREATIVE DEVELOPMENT 2.0 29 Inspiration 30 Mood Boards 32 Logo Development 34 Motion Graphics 35 Taglines

4  Too Faced Cosmetics, The Makeover Issue

STYLE GUIDE 3.0

37 Makeover 38 Logo Standards 40 Logo Uses 46 Look & Feel 46 Brand Voice

SOURCES 5.0

70 Image Sources 73 Written Sources

BRAND DEVELOPMENT 4.0 58 Electronic Media 60 Social Media 62 Digital Ads 64 Print Media 66 Billboards 68 TV

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8  Too Faced Cosmetics, The Makeover Issue

THE

ANSWERS

RESEARCH. Too Faced Cosmetics, The Makeover Issue 9

1.0 research 10  Too Faced Cosmetics, The Makeover Issue

research

Synopsis Target Audience Personas SWOT Analysis Client Brief Brand Mission

pg 12 pg 16 pg 18 pg 20 pg 22 pg 24

“A woman without paint is like food without salt”.

-Plautus

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Philosopher Plautus probably seemed like a real ass. But really, in todays society, is that idea really so far fetched? Women without makeup being compared to tasteless food?

From pop starlets to movie icons to women gaining notoriety over leaked, explicit tapes, the way women look plays a significant role.

Of course, the women mentioned here live their lives in the spotlight, so putting their best foot forward is essential. But what about the rest of American women? They have their own spotlight called their daily lives that they must be the stars of. This is an intangible fact that cosmetic companies bank on. This banking is to the tune of $60 billion dollars a year in the US alone.

Synopsis

12 Too Faced Cosmetics, The Makeover Issue

As a society, we’ve always valued beauty.

Yes, contributions women make to their craft is important but what is also important is how they look. Lisa Weller, a Behavioral Psychologist wrote an interesting essay on the matter. She asserts that success in our society is determined in no small part by one’s physical appearance. She says that studies have shown that the more attractive adult will be preferred socially, is more likely to be hired at a job interview, and will be less blamed and more excused for misbehaviors and deliquencies and so on. Therefore in reality, we cannot dismiss the role makeup plays in the everyday lives of women. Makeup matters and that’s just a fact.

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Maybe that’s why the cosmetic industry is a

In order to get women reaching for Too Faced versus another brand, the target audience $60 billion dollar a year industry nationally, needed to be defined. Alina Wheeler suggests and expected to reach $265 billion globally by 2017 according to Statista.com. With such that you must understand the needs, lucrative opportunities to meet the every taste preferences, habits and aspirations of the of women, differentiated makeup company’s target audience. She goes on to say that are emerging to soothe every palate. by creating a unique Subsequently, even Plautus couldn’t even fathom the role, this love affair makeup would experience that is aligned with brand play in society century’s later. positioning, the designer can create a Expectations connection with the The goal for re-branding Too Faced is to create a unique brand identity that ultimately target audience that is uniquely different increase its brand recognition. Other goals from its competitors. include defining a compelling brand voice with captivating imagery, and to engage and Tools like color, typography, textures and build a community of followers for the brand. engaging images are the starting point.

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For an example, according to colormatters.com, 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.

Wrapping Up In an essay Robert Bly reiterates, “Start with her needs, desires, fears, concerns, problems headaches and dreams”. This is important as an emotional connection with the target audience will create life long loyalty as well as evangelist for the brand. This is most important especially in today’s society with social networking as one of the top most forms of advertisement. With rebranding Too Faced can be talked about again.

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DEMOGRAPHICS

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Primary Target Audience Females 16 to 40

Self Confident Go Getters

Heightened Beauty Awareness High School Education & Beyond Medium to High Income Households

“Start with her needs, desires, fears, concerns, problems, headaches and dreams.

People care much more about themselves than they do about your product”.

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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 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 to Facebook, Twitter & Pinterest.

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.

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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.

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STRENGTHS

OPPORTUNITIES

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

Increase brand recognition by advertising in fashion magazines, and sponsoring fashion shows Expansion into new markets, such as skin care and nail care that allows for more product lines Build a new sense of pride and belonging with its target audience Ability to stand out amongst its competitors

SWOT ANALYSIS

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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 trying to get noticed Industry is highly competitive & cluttered Staying true to brand, not portraying itself as a value based brand

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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 brushes 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

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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.

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Too Faced mission is to provide an exciting experience that enhances a woman’s natural beauty while adding confidence and well being through quality cosmetics empowering her to conqueor her goals on all levels.

BRAND MISSION

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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

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CREATIVE

THE INSPIRATION.

DEVELOP MENT Too Faced Cosmetics, The Makeover Issue 27

2.0 creative development 28  Too Faced Cosmetics, The Makeover Issue

inspiration Mood Boards Logo Developmentment Motion Graphics Taglines

pg 30 pg 32 pg 33 pg 34

“...without inspiration we cannot move forward.

It is the air we breathe to fuel our creative progress”.

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MOOD BOARDS

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Mood boards are great ways to capture the potential look and feel of a campaign.

They are meant to be loose and non-committal for feedback purposes solely.

Mood boards are made from any medium that the designer finds inspirational.

Ambiance is created here as the client gets his or her first tangible sense of the possibilities. Yet more importantly, helps the designer know before obligating to an idea, whether or not he or she is on the same page as the client.

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

LOGO DEVELOPMENT

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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.

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MOTION GRAPHICS

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Revel In Your Girlishness

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

Be u o Y o h W e B o T t Wan

“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

Who You Do Wan Be? t To

You On ’re !

TAGLINES

SHINE

Wor Hard k . Lo Pret ok ty

When Pretty Really Matters Too Faced Cosmetics, The Makeover Issue 35

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THE

TOOLS

STYLE. Too Faced Cosmetics, The Makeover Issue  37

3.0 style guide 38  Too Faced Cosmetics, The Makeover Issue

styleguide Before & After Logo Standards Logo Uses Textures Images Typography Brand Voice

pg 40 pg 42 pg 44 pg 46 pg 48 pg 50 pg 51

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

-Alina Wheeler

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The Make Over

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

before 40  Too Faced Cosmetics, The Makeover Issue

after

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.

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“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

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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.

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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

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NOOO! to pictorial mark only when outside of apparel

to stretching

to one color circles

to re-arranging

to squishing

to shrinking

to changing the background

to border changes

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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.

LOOK & FEEL

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TEXTURES

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IMAGES

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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.

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Color Palette

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.�

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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).

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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 52Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!

Avenir Next Condensed-Body Copy ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!

Dense-Headers

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!

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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

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THE

SOLUTIONS

ASSETS. Too Faced Cosmetics, The Makeover Issue 55

4.0 BRAND DEVELOPMENT 56 Too Faced Cosmetics, The Makeover Issue

mediavehicles Electronic Media Social Media Digital Ads Print Material Billboards TV

pg 58 pg 60 pg 62 pg 64 pg 66 pg 68

“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

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Website

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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.

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“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

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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 visitors than any other sand alone site ever”.

-Mediabistro.com

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“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, emotional and loyal relationship with Too Faced Cosmetics. Because Too Faced is ranked 4th in brand recognition amongst the 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.

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“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).

Print Material

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Billboards 66  Too Faced Cosmetics, The Makeover Issue

“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

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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.

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“Content should have an ethical appeal, an emotional appeal, or a logical appeal. A rhetorician strong on all three was likely to leave behind a persuaded audience” (Konnikova, 2014).

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.

Too Faced Cosmetics, The Makeover Issue 69

5.0 SOURCES 70  Too Faced Cosmetics, The Makeover Issue

sources Image Sources pg 70 Written Sources pg 73

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Introduction Page Colorful Eye Shadows-Image courtesy of Just2shutter/ DigitalFreePhotos.net Fringe. Fashion Model Girl With Trendy Hairstyle and Makeup © Subbotina Anna - Fotolia.com 55292754 Blusher Brush With Face PowderImage courtesy of photoexplorer/ FreeDigitalPhotos.net Cosmetics-Image Courtesy of Salvatore Vuono/ FreeDigitalPhotos.net Blusher Brush With Face PowderImage courtesy of photoexplorer/ FreeDigitalPhotos.net

SOURCES 72 Too Faced Cosmetics, The Makeover Issue

Violet Lipstick-Image courtesy of Stuart Miles/ FreeDigitalPhotos.net Teen girl with freckles, red hairstyle, yellow makeup and nails © Subbotina Anna - Fotolia.com 63448902

T.O.C. Page Tropical summer holiday woman fashion concept © NinaMalyna - Fotolia.com 63301749 Colorful Eye Shadows-Image courtesy of Just2shutter/ DigitalFreePhotos.net Colorful Eye Shadows-Image courtesy of Just2shutter/ DigitalFreePhotos.net

Research Female strict portrait closeup © Dmytro Flisak - Fotolia.com 63080882 Surprised Woman with open Mouth. Pin up Girl © Subbotina Anna - Fotolia.com 56674101 Colorful Eye Shadows-Image courtesy of Just2shutter/ DigitalFreePhotos.net Woman with hairstyle and makeup © SL ADV - Fotolia.com 61241024

Demographics African and Indian beauty © Lvnel - Fotolia.com 33890738 Business Lady Writing On Notebook-Image courtesy of adamr/FreeDigitalPhotos.net Female strict portrait closeup © Dmytro Flisak - Fotolia.com 63080882 Young Teen Holding Phone Personal Image No copyright needed Teen Smiling Into Camera Personal Image No copyright needed Beautiful Young Woman-Image courtesy of Victor Habbick/ FreeDigitalPhotos.net

Young Teen With Friends Personal Image No copyright Needed

Happy Smiling Face Personal Image No copyright Needed

Beautiful Young Woman-Image courtesy of Victor Habbick/ FreeDigitalPhotos.net

Inspiration

Two Friends Drinking courtesy of Victor Habbick/ FreeDigitalPhotos.net

Client Brief

Young Teen Holding Phone Personal Image No copyright needed

Brand Mission Dotted Lipstick Tube Personal Image No copyright Needed

Balloons © Lvnel - Fotolia.com 33890738

Style Guide Face art Makeup © Mikhail Malyugin - Fotolia.com 63876025 Too Faced Official Logo ©toofaced-toofaced.com Woman Applying Cosmetic Pencil -Image courtesy of Marin/ FreeDigitalPhotos.net

Too Faced Cosmetics, The Makeover Issue 73

Images Colorful Eye Shadows-Image courtesy of Just2shutter/ DigitalFreePhotos.net Fringe. Fashion Model Girl With Trendy Hairstyle and Makeup © Subbotina Anna - Fotolia.com 55292754 Blusher Brush With Face PowderImage courtesy of photoexplorer/ FreeDigitalPhotos.net Cosmetics-Image Courtesy of Salvatore Vuono/ FreeDigitalPhotos.net Blusher Brush With Face PowderImage courtesy of photoexplorer/ FreeDigitalPhotos.net

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Brand Voice

Colorful Eye Shadows-Image courtesy of Just2shutter/ DigitalFreePhotos.net

Weller, L. (1987) Philosophies of Human Nature and Perception of Physical Attractiveness. Social Behavior & Personality: An International Journal, 15(1), 101-104 NEFF, J. (2012). Revlon counts on ‘selling hope’ to make up for its small size. Advertising Age, 83(31), 14.

Bly, R. (2009, September). 9 keys to writing copy that sells. Writer, 122(9), 40-41.

Retrieved September 2, 2009, from Humanities International Complete database.

Morton, Jill. (2010). Why color matters. Retrieved November 23, 2013, http://www.colorcom.com/research/why-color-matters Curtis, H. (12/2011). MTIV: Process, Inspiration and Practice for the New Media Designer, 1/e Vitalsource eBook for Full Sail University [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781256505372 Wheeler, A. (10/22/12). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition [VitalSource Bookshelf version].

Retrieved from http://online.vitalsource.com/books/9781118465028 Airey, D. Logo Design Love: A Guide to Creating Iconic Brand Identities, 1/e Vitalsource eBook for Full Sail University [VitalSource Bookshelf version].

Konnikova, Maria. January 21, 2014. The Six Things That Make Stoires Go Viral Will Amaze and Maybe Infuriate You.The New Yorker. http://www. newyorker.com/online/blogs/elements/2014/01/the-six-things-that-make-stories-go-viral-will-amaze-and-maybe-infuriate-you.html

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