As my graduation project, I created an organic makeup extension for the sustainable brand Reformation.

Analysing Reformation, sustainable practices are at the core of all actions: it is a given, not a USP. Reformation makes hot products and uses a very direct, pun-infused language to communicate these to their Millennial audience. In the next step, I looked at the market to identify opportunities for the brand to amplify their brand essence into another product category.

The focus lies on the copywriting and contains a strategy to rebrand the unsexy image of natural beauty products.

Duh: This is a fictional project, and in no way coordinated with the brand Reformation.