Guide Beauty

Empowering Beauty Application Across Abilities

CLIENT

Guide Beauty

INDUSTRY

Consumer Packaged Goods, Cosmetics

SERVICES

Packaging Design, Visual Identity and Branding, Pattern Design, Instructional Illustrations, Photoshoot Creative Direction (Product + Portrait), Website Design, Email Marketing, Press Kit Design, One-Pagers, Selma Blair Partnership Launch Campaign

THE CHALLENGE

Terri Bryant, founder of GUIDE Beauty, makeup artist and beauty educator, understood the joy makeup could bring. Her perspective shifted, though, when she was diagnosed with Parkinson's Disease—highlighting the challenges makeup application could pose.

After launching GUIDE Beauty in 2020, the brand won numerous design and beauty awards and successfully established itself as an innovator in the beauty world. GUIDE Beauty approached us again in 2021 as they sought to elevate their positioning and marketing and attract a wider customer base.

STRATEGIC APPROACH

Our approach was to bridge the gap between GUIDE’s initial purpose and its future goals by enhancing each touchpoint from initial impression to final conversion. We created pitch decks for potential retailers and celebrity partners and ultimately created the launch campaign announcing Selma Blair as Chief Creative Officer of the brand. We paired this announcement with the addition of several new products, including the brand’s first eyeshadow palette and series of brushes.

OUTCOME

Our work propelled Guide Beauty into a prominent industry leader renowned for its dedication to inclusivity and making beauty accessible to all. During this partnership, we managed product and lifestyle photoshoots, expanded product development, and launched a new website. Ultimately, this led to new retailer agreements, press features, and a 240% increase in sales.