Sean Joseph
Social Media, Creative Marketing, Influencer Relations
PROJECT DETAILS
Atypical Cosmetics is a unisex makeup line that prides itself on the values of Androgyny, nostalgia and blurring gender stereotypes. With skin ravishing ingredients our line will enable consumers to not only enhance there appearance but also encourage experimentation. Our philosophy is that makeup is an art form and gender should not decide male consumers to step out of there comfort zone. With our unique packaging and technologic mindset. Atypical is ready to reboot your confidence.
Creative Direction: Sean Willis
Packaging Designer: Kylie Early
3D Modeling: Austin Davis
NEW LAUNCH CONCEPT
Consumer Insights
New Product Introduction
Digital Strategy
The Consumer Persona
Through extensive research I determined that the AT customer is broken up in four different personas that share similar values when it comes to shopping and everyday life
Donavan Jones
Gender Explorative
Age: 23
Pronouns: He/Him
Donovan is the kind of guy you would look at expect for him to not be interested in anything related to beauty. As co-captain of his college basketball team, he had to put up a facade of masculinity downplaying his feminine side feeling as though it was for the good of the team. He is actually very secure and confident with who he is as a person an likes to uplift those around him. When he's not on the court you can find him spending time with his friends and 14 year old sister who loves practice makeup on him which he enjoys. Fashion further helped him explore his gender identity. He gravitates towards products that take minimal effort.
Yasmine O'Connell
The Makeup Obsessed
Age 19
Pronouns:n They/Them
Yasmine is the definition of a rebel. They love to collect makeup and crate statement looks that are sure to turn heads. They value creative freedom usually gravitating to colorful products. They really get inspiration from music and look up to big time creators in the beauty space for inspiration. They live a very extroverted lifestyle being a twitch streamer and YouTube maven sharing there looks andnhow they come to life
Tamara Oliver
The Minimal Trendsetter
Age: 27
Tamara is the type of girl who is ironically starting a new trend. At a young age she as introduced to art by her two moms who inspired her to value creativity and self expression molding her into who she is today. As a painter Tamara enjoys exploring new mediums and methods of application to improve her technique. She is very type a when it comes to artwork and prefers things simple and effective. She is motivated by the idea of inclusion and gravitates to brands that have that mindset at the forefront . She values quality over hype.
Tommy Fullerton
The Androgynous
Age: 20
Pronouns: He/They
As a kid Tommy was very insecure about his appearance and never confident in anything that he did to the point he would get bullied relentlessly for it at school. Once he finished senior year and graduated he finally got a "makeover" that gave him that long overdue confidence.
Now a days you can find Tommy living his best life out and proud with his new chosen family that loves him for who he is. He has become more laid back and doesn't let others opinions effect him. Tommy looks for the wow factor when it comes to products and shopping. He likes to be surprised and doesn't shy away from experimenting with his look.
The Gender-Neutral Generation the next era in cosmetics. Beauty and fashion research analyst Amy Rollinson stated "the male market is still largely polarized between genderless and strong gendered (male to female targeted) brands and marketing. Largely linked to age in many markets.
New Product Concept
The concept behind the packaging was the mindset of a new future take on beauty. We were inspired by asymmetrical lines and geometric shaping for both the primary and secondary packaging. With the mindset of a new tomorrow we want to show our consumers what it truly means to be gender neautral
Skin Equalizer
$40.00
Net Weight 15ML/1.07FL
The skin equalizer is a tinted moisturizer formulated to give you the glowly complexion from within. A demi matte formula infused with Shea Butter and Vitamin E give your skin the reboot it needs.
Shades:
1.0 - 8.0
Crease CNTRL Concealer
$35.00
Net Weight: 8ML/0.20FL
Delete all traces of acne and fatigue with this key tool. With a buildable medium to full coverage that has a lightweight feel to the skin. Formulated with Bearberry extract and Caffeine in order to banish all traces of insomnia.
Shades:
1.0 - 8.0
Icona Brow Definer
$27.00
Net Weight: 0.080g (0.003oz)
Your new go to brow definer. The Icona Brow Definer has a sharp pointed tip that thickens brows naturally with long lasting staying power. Infused with plant seed oils that offer thickness without the flakiness. This rich, waterproof eyebrow pencil is ideal for spot-filling sparse or over-tweezed areas, and the smudge-proof formula is firm for precise application
Shades:
1.0 - 8.0
Etch N Sketch Eyeline
$30.00
Net Weight: 0.02oz/0.28g
Add some edge to your look with our statement piece. Our Etch n Sketch liners offer A highly pigmented vibrancy to your look that is sure to turn heads. Inspired by Harold and the Purple Crayon you can draw and create any type of look you want from lining the under eye to creating unique looks the potential is endless. Liners are lip and eye safe.
Shades:
Void: BLACK
Code Blue: COBALT BLUE
RP: NUDE BEIGE
Loot: VIBRANT GREEN
Quartz: VIBRANT PINK
Rusted: CHOCOLATE BROWN
M-7 Volumizing Mascara
$33.00
Net Weight: 0.26 FL/ 8ML
The definition of BBE. An intense volumizing mascara for the most defined and sensational lashes possible. Infused with plant seed oils and vitamins to help nourish and strengthen lashes whilst giving color payoff. Get ready to serve the children what they’ve been missing.
Shades:
Void: BLACK
Chai: NEUTRAL BROWN
Envy: VIBRANT NEON GREEN
Salty: PALE WHITE
Jinx: VIBRANT PINK
Plot Twist: INDIGO BLUE
The Kabuki Brush
$15.00
“Bristles: 1 1/4”
Bristle Type: Synthetic
Full Length: 6 3/4”
Rounded, kabuki-style brush fits in the curves of your face to perfectly blend foundation.
Full Renders of the product line up featuring the PR Box which is reminiscent of a video game console
Social Media & Consumer Strategy
By leveraging social media we plan on introducing three new key features for the promo and launch that will entice and invite new customers to check out the brand.
Online Gaming Activation
- The pop up will boast a selfie station for customers to post their shopping experience using the hashtag #LVbeauty
- Introducing smart helps stations for product search in store.
- Smart mirrors will be present for virtual makeup for shade matching
Atypical Poscast
- The Atypical podcast will be a place in which the brand can share new product launch details and answer fan questions.
- Would feature popular streamers and beauty enthusiasts to demo and share their journey with beauty and thoughts and experiences with the products
The Atypical Game
A completely unique concept that will personalization to the next level (pun intended). Consumers will be able to try on create unique makeup looks on there own avatar. With seventeen pre curated makeup looks consumers will be able to play and get inspired to create some amzaing looks they can wear at home.
Please enjoy the Atypical Cosmetics mock commercial. Showcasing the products, brand voice, and aesthetic. All visual images except for the product renders, I do not own