The Situation
In the fiercely competitive market for cosmetic pigments, Colors & Effects takes a forward-looking approach by defining the cosmetic trends for the coming season in collaboration with the Pantone Color Institute.
Naming & Concept
In the cosmetics industry, a single moment often determines whether an anticipated trend actually manifests: the moment it gets a face and a name. Only then can it be narrated into the industry – and sold.
For the 2021/22 season, we named and visually translated two trend routes: "Unleash your Raw Instincts" for the raw, earthy, unpolished tones – and "Run with the Beast" for the wild, expressive, animalistic colours. Both routes are not just moodboards but complete narratives: from naming to key visuals to brochure and website.
Execution
Based on insights from the Pantone Color Institute trend report for Spring/Summer and Autumn/Winter, we created a complete marketing package. The deliverables illustrate and explain the new trends in a visually and verbally compelling way: website, key visuals, brochures and an application photo shoot.
