We reimagine consumers' relationships with cosmetics as romantic commitments, to reduce overconsumption and beauty waste.
To combat overconsumption and beauty waste by encouraging consumers to shop mindfully for their unique beauty, not trends.
We reframe the commitment of product purchases into a romantic light, to help consumers find their perfect beauty matches with less waste in the process.
Over 120 billion units of packaging are produced every single year by the cosmetics industry on a global level, and experts in the beauty industry estimate that up to 40% of all purchased products get thrown away.
It is always more sustainable to finish the products you already own than to buy new ones, even if they are in sustainable packaging.
Plastic recycling only prolongs the material's useful life, as opposed to permanently keeping it out of landfills. Additionally, it’s not feasible when it comes to cosmetic packaging outside of specific programs.
Sephora is known for their immersive branding, interactive in-store experiences, their extensive collection of good-quality products, and their Clean Beauty section.
They are one of the most popular stores in mainstream beauty social media. Their competitors are other major beauty retailers, but there is no other brand focusing on the high-end side of the beauty market.
We want to promote behaviors that help the environment in a way that also personally benefits the user for more widespread adoption. Therefore, we are targeting all of Sephora's main consumers, whether they already make it a point to be environmentally conscious or not.
“I say I feel guilty for being wasteful, but I cherish the empowerment I feel when I get to have fun with my appearance and other people admire me for it.”
We reimagine the relationships people have with cosmetics as romantic commitments. Instead of creating more waste through short-lived Flings, we embolden beauty lovers to commit to the lasting connections that help them look and feel their best in their own unique way. Their Forever.
Cosmetic products romantically propose to the consumer. After all, making a purchase means having them spend the rest of their (shelf) life with you.
Find the new staples in your beauty routine much more precisely (and less wastefully) through educated analysis tailored to you, rather than trial and error.
The Matchmaker's AI directly compares a product's ingredients to a Beauty Insider profile, determining if it's a good match and suggesting better alternatives with more nuance than the categories in labels.
Over time, it will also learn about the user's taste tendencies in order to make even more personal recommendations.
The Matchmaker creates a digestible breakdown of the whole ingredient list, that users can check out if they want to educate themselves on what to look for when shopping in the future.
Made of fully recyclable premium materials, like glass and aluminum, the Beauty Bloom is here to provide a long-term alternative to help you try out beauty flings.
