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Brand
Committed to equality and diverse makeup for every eye, lip, and face
Relationship
Personalization
Cares
Demographic
Teens to young adults
Ages: 14-40's
MSRP: $2 - $20
E.L.F. has a diverse makeup selection and products usually purchased as beginner's makeup due to it's affordable price range
User Persona
Serina Bijan
Age: 22
Ethnicity: Persian
Location: New York
Education: Parsons School of Design
Major: Fashion Design
Originally from France and came to New York to study fashion. Serina currently interns at Kate Spade working 8 hours a day. After work, Serina goes out with other interns to go grab a beer or food.
Serina gets stressed and there's limited time to exercise, setting a spa night, and saving money to pay for her rent and college tuition fees.
Packaging Analysis
The packaging for e.l.f. is usually plain and simple with a monotone color scheme.
The collections have more graphics and colorful
Beauty Trend Research
Intimate Wellness
Body products to help problems women face like stretch marks or bumps in intimate areas
Sheet Formats
Body sheet mask that acts as a supplement to help slim certain fatty areas in the body
Design Trend
Waterless Packaging
Solid Formats
Reusable
Design Attributes
Natural
Feminine
Revolutionary
Inviting
Exclusive
Sustainable
Visual Form Inspiration
Natural
Elegant
Logo Redevelopment
I made subtle changes to the letters playing around with curve in the original e.l.f. logo in the letter L.
I decided to choose number 6 because it relates to being elegant yet natural by making simple changes.
Before
After
Ideation Sketches
Testing Prototypes
Testing the size and measurements of each product
Adjusting the size, testing user experience with holding and opening. In booby and booty stick I realized I needed to figure out the dial function and changing the shape.
Final Forms
Belly Serum
Booby Stick
Booty Stick
Exfoliating Cloth
Body Patches
Supplements
CMF
Nature's Beauty
7585 C
HEX: B05C37
4030 C
HEX: F1CAAD
2345 C
HEX: FF6D6A
4032 C
HEX: F5CABF
Material Call Out and How It Works
Click Arrow on right to continue looking
Graphic Application Exploration
Because of the fun names like 'Booby Stick' and 'Booty Stick,' I explored different ways the typography can be fun yet easy to read and bold.
Final Graphic Application Layout
Front
Back
Retail Space
A end cap display designed with products to show an example of how e.l.f.'s Body Care line would be sold in stores such as Target with a 1:1 ratio of the display and user.
5ft 5
40in
72in
E.L.F. Smart Mirror
Users can connect an e.l.f. body app through a smart mirror to get body positive messages and analyze the body to find any problems.
Once problems are detected, users can choose which area to view and the smart mirror app provides thorough detail with a product recommendation from e.l.f.'s body care line.
Users can then watch videos of each individual product to see how it is applied.
Users can use the e.l.f. body app to check up on analyzed progress connected to the smart mirror and given updates once every two weeks.
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