Indu came to us with an important question: how can we create an age-appropriate and inclusive brand that empowers an influential age group to explore their individual beauty? The challenge was a balancing act between a number of aspects: the desire for a fun, young brand with one that was responsible and conscious, being natural versus bold, encouraging confidence but avoiding narcissism, and appealing to two very different audiences: the 11-17 year olds themselves… And their parents.
The brand intends to stay true to the target audience and act as an eternally young brand for 11-17 year olds, rather than aging with them. This meant our positioning needed to reflect a very particular mindset for a very particular audience. We worked alongside the research agency Kids Know Best, who specialise in youth to uncover and delve into this audience’s thoughts and feelings.