A new beauty brand for gen Z
Absurd is a beauty brand that aims to change the paradigms of cosmetics.
Its corporate charter is based on three pillars: Beauty Inclusivity, Sustainability and Mental Health.
Through its products, it aims to promote messages of body positivity by providing concrete answers to the insights suggested by its target audience, which is mainly GenZ.
2023
Creativity
GOAL
Building a brand identity that can get a fledgling brand noticed within a very dense and competitive marketplace where everyone is trying to wink at Gen Z.
The market is overcrowded with self-styled beauty brands for Gen Z, so we needed a bold and relevant identity for the target audience, with a launch campaign that would create hype around the brand, without lapsing into clichés or stereotypes.
We investigated what “beauty” meant to Gen Z
44% It means feeling good about your body, 50% It means taking care of oneself.
C-FRAME
Real insight
We listened deeply to Generation Z to understand what was relevant to them.
– 40% Identify D&I as a core value for a beauty brand
– 46% say they are stressed or anxious most of the time
– 70% say they love content when it is imperfect
P-FRAME
To master reality.
Abbiamo definito i pilastri della brand equity:
Purpose: To subvert the absurd idea of beauty
Proposition: We make everyone feel good and comfortable in their own bodies rejecting any beauty dogma.
Principles: We don’t judge people. We work with experts to create our products. We hate talking crap and fake promises. We stay easy and look for simplicity
Product & Services: We create effective, cruelty free, vegan, and clean products that help everyone take care of their skin and bodies.
A common enemy:
toxic and stereotypical beauty.
When faced with a common enemy, people come together. Beauty, as it is culturally understood today, is often a set of exclusionary stereotypes that lead people to feel “at fault” for not adhering to certain standards.
Absurd is the first beauty brand to be “against beauty”!
The shoots were a key part of the work with the brand: through shots and filming we created a rebellious, unconventional and impactful representation of the beauty world.
As the first brand message, we chose to talk about mental health.
Not about beauty, not about product, but about well-being.
Absurd thus became the first beauty brand that asks you how it really is, telling you about the aspects of life that create anxiety and stress.
The campaign immediately attracted a lot of attention in the comments, and people started exchanging life stories, opinions and thoughts on performativity.
An “Absurd” Launch
Our challenge was to be able to stand out in a market overcrowded with players, where everyone is trying to wink at Gen Z. For Absurd, all we could do was envision a campaign that was out of the box for the category, breaking the standards. Our goal was to bring out the voice of Absurd and have it speak intimately with the target audience. People took up this invitation and shared their most intimate stories with an unknown brand.
