It Cosmetics

It Cosmetics, a skincare and makeup company, came to us as a brand focusing on female confidence and skin transformation. However, as a brand initially launched through TVC a decade ago, and one that still leaned on their legacy of Before and After visuals that had become all too common in the beauty space, it was time for It Cosmetics itself to have a transformation.

We found that we were reaching our Generation X target consumer at a confidence inflection point. While her confidence actually continues to grow over time, as she ages, her changing skin makes her face new skin concerns that are barriers to this growing self-confidence. Further, during the 2020 lockdown, our target faced yet another unique skincare inflection point. With the world shut down around her, she finally had the chance to break her daily habits, including questioning her monotonous daily beauty and makeup routines. It Cosmetics, whose best selling products up until lockdown were full coverage makeup products, had to navigate the fall of full faces of makeup and the rise of skincare obsession.

We modernized and redesigned It Cosmetics with a brand play book tethered in the strategy of seeing women — not for their skin issues — but for the beauty they already claim, and all the beauty they have yet to discover. In addition to the brand book, we used this strategy to launch several new products that leaned into the skincare obsession, such as targeted serums and a foundation that was actually 90% skin serum. With a contemporary take on beauty that could speak to Gen Z without alienating our traditional older consumer, we helped women feel confident both with and without their makeup.