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MARKETING STRATEGY
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STYLE GUIDE
3 Logo
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FLAT PACKAGING
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product photography
10 print ad

PRODUCT NAME NYX Cosmetics


TARGET AUDIENCE Women, age 18 to 40
HISTORY

NYX Cosmetics was developed in LA in 1999 by



a young woman named Toni K. Toni has been

involved in cosmetics since she was a teenager

and has always desired to create a cosmetics

that provided quality products at affordable

prices. They are known for their high quality at

a low price. This quality has made them one of

the fastest growing cosmetic companies in the
United States.
NYX has a strong reputation in the beauty industry and their audience
stands firmly behind them. However, their packaging lacks the power
and sophistication that their brand represents. To resolve this, we
will rebrand three of their largest products: lipstick, mascara, and
foundation. This rebrand be clean and professional, but more mature
than the current design. As we advertise this product to look like a more
high end product, the packaging will finally match the extraordinary
quality of the product. The goal is to attract those women who have
always overlooked NYX Cosmetics because it looks too juvenile or
because they believed the low price indicated an item of poor or lesser
quality. As we appeal to this audience, we will broaden our scope and
strengthen our current customers belief in the companys product.
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COLORS

FONTS

TITLES + HEADINGS: LEAGUE GOTHIC


League Gothic is a modern sans serif font. it was chosen to appeal
to strong, current, and beautiful women. Its tall, condensed look is
bold and fashionable. For NYX, league Gothic regular is the only
weight/style used, and it is always in all caps.

subheadings: Uni Sans Thin


Uni sans thin is a contemporary and refined sans serif font that is
used because it represents simplicity and beauty. Due to the nature
of the font, it is only available in all caps. This font will be used when
body copy is two sentences or less.

Body Copy: Proxima Nova Light


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Seeing as all caps is not always pleasant or easy to read, Proxima


Nova Light will be used for all body copy. NYX strives to keep their
media short and simple, but in cases where multiple lines of text are
required, Proxima Nova Light will be used to ease our consumers.

The NYX logo could also be used on its own


without the word cosmetics. This is seen
on the product packaging. For other printed
media, we prefer to use the full logo design.

The flat packaging was designed with youth and simplicity in mind to reflect our
audience. The new bright white boxes that each product will be placed in make the
product look and feel more expensive and high end. This will increase production
costs, but each piece will move more product, increasing profits overall.

M a tt e li p s ti c k
001 | p e a ch y

INGREDIENTS : Bees Wax, Copernicia Cerif era


(Carnauba) wax, Euphorbia Cerif era (Candelilla)wax,
Ceresin, Microcrystalline W ax, Polyethylene,
Octyldodeanol, Polyisobutene, Ethylhexyl Palmitate,
Oleyl Alcohol, Isopropyl Palmitate, Isostearyl
Isostearate, Bis-Digylceryl Polyacyladipade-2,
Tocopheryl Acetate, B.H.A, and
Fragrance.

net wt. .16 oz./4.5 ML

INGREDIEN TS: Water , Cyclopentasiloxane, Cyclohexasiloxane, Cetyl Ethylhexanoate, Beeswax/Cera Alba,


Disteardimonium Hectorite Propylene Carbonate, Polyglyceryl-4 Isostearate, Cetyl PEG/PPG-10/1 Dimethicone, Hexyl
Laurate, Glyceryl Laurate, Stearyl Dimethicone, Polyglyceryl-4 Oleate, Phenoxyethanol, Methylparaben, T
ocopheryl
Acetate, Ascorbyl Palmitate, Butylparaben, Ethylparaben, Propylparaben.

s t udio f oun d a tion


001 | s n o w whit e

ne t wt . .1 7 oz./5 M
L

The logo featured on the box looks messy enough to be created by


makeup, but the clean and thin sans serif font it is paired with gives the
box a look that is modern overall.

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INGREDIEN TS: Water , Acrylates/Octylacrylamide Copolymer
, Beeswax/Cera Alba/C ire d' Abeille, Glyceryl Stearate, Synthetic
Wax, C etearyl
Alcohol, Palmitic Acid, Potassium Hydro
xide, Stearic Acid, Phe nox yethanol, Cap rylyl G lycol, Frangrance/Parfum, Hexyl Cinnamal,
Butylphenyl Methylpr opional, Citr onellol, Geraniol, Limonene, Linalool.
MAY CO NTAIN/PEUT CON TENIR (+/-): Ir on Oxides (CI 77499 ).

LEN G THENING
M A SCA R A
001 | b l a c k b e a ut y
NET WT. .32 FL. OZ. (9 ML)

The redesign includes a new slogan, Beauty You


Can Afford. We believe every woman should be
able to enhance and tap into their natural beauty.
We believe this slogan will encourage this type
of thinking, and that customers will associate this
positive message with NYX.

BEFORE

AFTER

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The print ad was designed to be placed in a magazine such as


Cosmopolitan, People, or Seventeen. This will appeal to a largely younger
audience, but still be seen by women in an older age bracket. The
simplicity should stand out amongst the colorful ads that are usually found
in these magazines. Our call to action is the tag at the bottom revealing
that NYX is now sold in Target stores; a store widely shopped at by our
target audience. The tag line was added to reinforce that our products are
affordable, yet are still able to give you beautiful results.

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