(Introduction)
Total rebrand for JB Lashes, a professional brand that caters to lash artists all over the world, specializing in their abundance of tools and aftercare products.
(Project type)
Art Direction, Photography + Retouching
(Credits)
JB Cosmetics
Art Direction + Photography - Joey Luau
Make up + Hair - Denise Bugarin
Models - Chloe Yu (Industry) & Brandi Tyell (Bella Agency)
*Some retouching by Daniel Nguyen
(Challenge)
In addition to a refresh in brand identity, JB Lashes also needed a makeover in terms of photography and visual markers. Each month was given a different theme that correlated with campaigns or events that ran on the site and socials.
JB Lashes wanted to appear like the girl next door ― just all grown up: a cool & chic modern professional, a grounded and career-oriented lash artist, a powerful and contemporary professional. We established a new shoot direction for JB that was more inclusive and diverse not only in color, but of age as well. Through thorough research of JB Lashes’s main competitors, we found that while there was an abundance of beautiful imagery, they were more aspirational rather than reflective of the actual clientele. We aimed to include older artists as well as artists of color, and even artists who weren’t women.
“Fresh. Chic. Glowy. Neutral. Modern. Feminine.”
(Revamp Brand Art Direction)
For the month of July, JB Lashes aimed to relaunch their site as well as launch the brand refresh. Because of the rebrand, we sought to hit the refresh button as hard as we could by introducing women of color to model and be the “new” face of the brand. No more “ambiguity,” it was time to show off diversity and inclusion.
(Lash Wash Campaign)
For September, JB Lashes launched a lash wash, as well as their “cleanse it kit” for their summer cool down campaign.
