REVITALIZING THE ORIGINAL CLEAN-BEAUTY BRAND

Strategy and designContent creation

The Overview

BRINGING A FRESH FACE TO THE FIRST CLEAN BEAUTY BRAND

Jane Iredale asked Front Row to revitalize the brand positioning, visual identity, and asset library across all evergreen and new product launches. The brand’s clean, minimalist approach to packaging in white and satin gold are punched up with moments of approachable warmth, along with welcoming visuals.

THE APPROACH

AN ORIGINAL FACES THE COMPETITION

Jane Iredale created the first clean makeup beauty line. But years on, faced a lot of competition in what had become a crowded space. We revitalized the brand using Jane's "Beauty That Can" credo to a new look and feel (along with sustainable packaging) that projected cleanliness and modernity.

THE PACKAGING

REFRESHED. RECYCLABLE. REUSABLE.

New custom packaging feature refillable compacts and all-paper refill cartons.

Clean, recyclable packaging offers pops of warmth.

Play

HOW WE HELPED THE FIRST CLEAN BEAUTY BRAND TAKE ON THE COMPETITION

We infused the clean white packaging with a dash of warmth.
Bringing "Beauty That Can" to every customer.
Product imagery focused on the newly modern look against beautifully diverse background.
Optimistic, well-lit model shots appeal to customers committed to clean beauty.

CREATING A GLOSSY CAMPAIGN FOR HYALURONIC ACID LIP GLOSS

Magnifying water droplets bring a clean focus to the gloss.
Relatable models show that glossy beauty is for everyone.
Showing a range of colors in a fun, pop-culture way.

EYE-CATCHING VISUALS BUILD INTEREST IN MINERAL POWDERS

Creating an indulgent moment that equates clean beauty with self-care.
Well-lit product shots with sharp shadows builds the drama while showcasing the color range.
Projecting pleasure and optimism for the world's first clean beauty brand.
Striking product shots play with color and shadow.