Care launched with five straightforward, high-performing skincare products: a cleanser and toner, two moisturisers, a night serum, a lip and eye cream, as well as a sunscreen that will launch in the early spring.
Avec worked closely with the Care team to strategically design every aspect of the brand identity, including messaging, packaging, website design and development, copywriting and art direction.
The US beauty and personal care sector is worth an estimated $89 billion in 2018, with the influence of direct-to-consumer (DTC) brands, experiential retail, and independent brands rising constantly.
Camillia BenBassat, Founder and Creative Director of Avec, says: “Our challenge was to cut through the noise in a crowded market and really make an impact with a superb new range that offers complex formulas with a simple routine.”
The designs created for the Care range reflect the brand attributes: the products are honest, straightforward and effective. The stripped-back, modern designs reflect the simplicity of the daily routine the range is designed for as well as the advanced approach to the product formulations.
BenBassat says: “All the supporting background information about the products is on the website and in a brochure that is sent with purchase, so there was no need to clutter the packaging. The uncomplicated look we’ve created perfectly communicates the brand message.”
As well as the designs, Avec developed a visual brand language for Care, to be used across all touchpoints from the website and social media to the packaging. The agency also produced a brand toolkit, including a brand book that explains the brand story and its design, to guide the future implementation of the Care brand.
Every product purchased from the website is supplied with a sample of two additional Care products, together with a customer brochure containing details about the full range and the brand story.
BenBassat says: “There are a few key principles that all successful DTC brands follow. The web experiences they offer are straightforward and flawless, the tone and style of their communication is clear and consistent, and their approach to e-commerce experience is geared towards reinforcing the bond they have with their customers rather than damaging it. We believe the Care brand delivers on every one of these principles.”
Pilar Quintero at Care says: “It takes something special to make an impact in a sector as crowded as beauty. We had great confidence in our products, but to succeed in the competitive direct-to-consumer space we knew we needed a brand identity that was as compelling and beautiful as the Care range itself. Avec has given us exactly that.”