My Role

As Creative Director, I led a total brand refresh over the course of 2023, fully launching in 2024. As a brand founded over 20 years ago, and the last refresh coming in 2018, we wanted to add further dimension to the brand denoting both tools and complexion and that Beautyblender is the category creator and original edgeless makeup sponge.

Our Refresh was deployed as a rolling change across the board. We started with our photo shoots, and then packaging followed by in-store and digital. Below are some some examples of the brightening of the brand and methodology behind the beauty.

Beautyblender as an Icon

Our first efforts zeroed in on representing Beautyblender as a rightful icon, extending into how the shape of the sponge would be treated graphically, as well as how we should heroically shoot the original makeup sponge.

Vibrant color palette with depth

For the first time we were able to codify secondary colors leaning into a refined yet playful palette. We created several pink variations for a more dimensional experience in our “Pink World” and as well added some standardized gradations and secondary neon pop colors for highlights.

Leading by logo

Beautyblender has always been capitalized in sentences, but the logo itself has remained a lowercase wordmark since the company’s founding, over 20 years ago. As the category creator, and number one product we felt as if it was time to capitalized the logo to evoke both the leadership of being the first and best in class, but also the empowerment of what a Beautyblender does for the consumer.

Packaging

All packaging starting in 2024 received the capital B lockup or wordmark logo regardless of application as a rolling change or launch, but the first product in earnest that was entirely rebranded was Beautyblender’s Blendercleanser® solid®. The design echoes the playfulness of the new color palette, but also uses the system in place above to visualize our product lockups. Finally the bounce of color is a nod to the effortless application mark of the same name that the Beautyblender employs multiple times each application to create the airbrushed finish it’s made famous. The final consideration was to keep the packaging translucent with diffusion, to make the product convey an even cleaner lighter cleansing application—a departure from the previous opaque and incongruous packaging.

Digital growth

Traditionally Beautyblender has been an in store and in person experience. During the rollout of our brand refresh, we used this an opportunity to not only rebrand, but grow our position in the digital sphere through agressive updates of our website, amazon storefront, digital ads, and social media. This cohesiveness across digital platforms helped reinvigorate our consumer base and increase clickthrough rates and engagement.