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Crayola beauty


Product Design
Collection Narrative
Product Strategy
Art Direction

Long-time client Crayola relied on Brand Studio to help branch into new and innovative avenues.

Brand Studio created the strategic vision and direction of Crayola Beauty. The line was developed to be gender neutral with a range of 95 highly-pigmented shades so every person can celebrate their individuality through color. This brand extension connects emerging trends in Millennial consumer beauty perceptions to the creativity of Crayola as an enduring brand of creativity. Crayola Beauty gives make-up lovers and color enthusiasts everywhere the gift of nostalgia, with packaging designed in the same style as the ever-familiar yellow and green Crayola boxes and all color names taken from shades of actual crayons.

Launched on July 4th, 2018 at Britain’s fashion-forward online retailer ASOS for a 5-year partnership, this vegan and cruelty-free collection was built upon both Crayola’s fundamental love for art and color. The collection itself is made up of 58-pieces and over 80 colors. Crayola Beauty includes face crayons, lip and cheek crayons, highlighters, mascaras, palettes and brushes. Crayola Beauty quickly proved itself a success achieving 4x the sales target in Week 1 alone.

For the launch, the collection received coverage from the likes of Elle, Fortune, Refinery29, AdWeek and more, garnering a reach of 1,112,364,049+ through media impressions. Brand Studio CAA-GBG has truly reimagined a white space for the beauty space, allowing color to narrate the story as Crayola has always done.

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