The Past Forgotten by a beauty industry that is fixated on youth, women over fifty are led to believe that aging is a disease to be cured. How can we rewrite this narrative and create a haircare brand for women over 45 without shaming them.
The Future We worked with founder Sonsoles Gonzales to imagine a haircare brand that would be sexy and aspirational, like a Glossier for Gen X. Through a series of naming sprints we landed on Better Not Younger – a knowingly provocative brand name. Then we turned our attention to creating a playful yet premium packaging system.
Our Role Naming Brand innovation Brand strategy Art direction Identity design Packaging design Copywriting Social media strategy Content development Advertising