Moss Studio + Magazine examined the creative trends and visual strategies behind the Honorees of CEW’s Female Founders (announced this past spring) to identify exactly what it is that makes them so revolutionary. Here, a look at Honoree Gregg Renfew, Founder and CEO of Beautycounter.
Campaigning for real change
Starting out with a beauty brand mission to change the world of cosmetics for the better may be unorthodox, but that’s exactly how Gregg Renfew founded Beautycounter. Since then, this honoree has become a true visionary pioneer in the field of crafting beauty formulas for the better. Furthermore, the brand is a study in managing the fine balance between sales and campaigning – as well as building a community of engaged customers.
Edits like ‘This time it’s personal’ is the ideal example of just how committed Beautycounter is to create something more than simply products that sell. Here, the focus is entirely shifted from traditional campaigning. Instead, Renfew’s voice-over appeals to existing and new consumers alike, to become part of the Beautycounter movement. Instilling this sense of inclusion and commitment reciprocity in the audience is a brilliant way of cultivating long-lasting brand-consumer relationships through visuals.
Marketing and business vision combined
When a beauty brand is built on calling for legislation and political change, consumer education becomes pivotal. Not surprisingly, then, Beautycounter makes use of both How-to’s and informative videos that underline the importance of clean beauty as part of their visual strategy. These videos are simplistic, monochromatic and sleek; a perfect representation of the brand values.
In addition to the purely visual aspect, this content also manages to check three communicative boxes at once. At their surface, they market the Beautycounter products in a clear-cut and candid way – but rather than pushing sales, they simply showcase exactly why clean beauty is good for you. Slightly deeper, the edits inform the consumer, not just on how to use the product, but on the brand value of calling for real changes in the beauty industry. This, in turn, underpins the business vision of building a community of committed consumers.
Color as a communication platform
The Beautycounter visual palette summarized in one word is undoubtedly monochromatic. From legislation change to product launch content, every single piece follows this same effortless visual style. The color choice is certainly intended from a marketing perspective; another word for monochromatic is clean, and in this way, the brand is able to visually underpin its vision of better beauty.
By being aware of exactly who they are, Beautycounter implements a visual strategy as a true extension of their core. Pacing, color, audio and editing all come together with the content itself to further strengthen the brand pillars. In doing this, Beautycounter is able to appeal to their ideal consumers on an emotional level, and thus continue to grow their movement through their campaigns.
To read a more in-depth analysis of Beautycounter’s visual strategy, click here.