THE CHALLENGE
LULU sought a brand refresh to bring greater exposure to its custom-blended cosmetics and update their look as their growth—and the growth of custom beauty—expands.

THE IDEA
LULU brings bespoke beauty to every woman. So we created a primary mark signifying their leading role as The Face Company, plus a secondary icon that captures the elegance of the brand and its symbolic reflecting of a woman’s beauty.

THE RESULT
From there, we addressed the need for a fresher, contemporary look across all Design, Photography, Social, and Web—setting LULU up for far-reaching growth as they reach a broadening market. As coronavirus has detered people from traditional makeup counter product testing, LULU’s service connects individuals not only with product matching, it connects them with custom mixed-by-hand cosmetics that let your natural radiance shine.