Why should you have to compromise beauty to make the planet more beautiful? In the world of ‘naturals’, consumers are torn between buying brands that are good for the planet or are effective as a beauty brand. We wanted to change that.
Today’s millennial ‘naturals’ consumer is looking for brands that do more—brands that actually work and are also sustainable—while at the same time, looking beautiful on the bathroom shelf. These consumers want to do more to better the earth (and themselves), but aren’t given a platform to easily do so in their daily routine.
This didn’t go unnoticed by Unilever.
We partnered with a small group from the Unilever brand team to take on a very start-up style approach, which is completely new for the Unilever ‘big company’ business model. The result was Unilever’s first new-to-world brand in over 20 years, all created within the span of a year. That’s how Love Beauty and Planet was officially born.
We worked together to communicate Love Beauty and Planet’s clear vision: making you look good and feel good by using a product that is committed to doing good. The team worked tirelessly to ensure each product backed this philosophy by creating a unique Fast Rinse Technology, which allows conditioners to rinse out in a fraction of the time than traditional conditioners. The end result: beautifully smooth hair and reduced water consumption. Each bottle is also made of 100% PCR plastic, making Love Beauty and Planet the first mass beauty brand to use fully recycled materials for their bottles.
This recipe of custom product formulas and recycled plastics allows us to stand firm on the belief that natural is at the core of the brand DNA, and beauty—for both woman and planet—is the end result.
Our brand identity, which is featured front-and-center in all of our communications, reflects our simple idea that equality is at the heart of everything Love Beauty and Planet does.
The brand identity was inspired from the simple idea that your love for both beauty and our planet are equal in everything the brand does.
With this mission, we created a logo that spoke to our purpose in an uncomplicated yet bold manner. By pairing a handwritten script with a geometric San-serif, we complement the elegance of beauty with the spirit of action.
The dynamic identity can be used to start conversations on an emotional level, personalize the experience for consumers and potentially extend outside of the category in the future.
Our imagery continues the duality by combining beauty looks with bountiful ingredients set against vibrant colors to create a look that is unmistakably Love, Beauty & Planet.
When the brand launched, it was sold-in to drug stores all around the US, including huge players such as Target, Wal-Mart, CVS, Walgreens, and Duane Reade to name a few. Love Beauty and Planet also secured features in heavy hitting fashion magazines such as Elle, Cosmopolitan, Seventeen, Marie Claire, People, Women’s Health and Shape.