SMOOCH BEAUTY is a lip care and lipstick brand. SMOOCH is known for its high-quality products and dedication to creating a range of colors and textures that cater to the diverse needs of its customers. We wanted to start with a new approach to modernize their brand to appeal to more clientele. The brand is committed to providing a wide variety of shades that complement various skin tones and preferences, ranging from bold and daring to subtle and understated. I began with a brand strategy, their target audience, current position and long-term goals.

The brand strategy process was a 5-step approach at brainstorming, translating our findings, building a brand story, establishing the creative direction and eventually putting everything together for the vision.

SMOOCH collection features an array of lipsticks, lip balms, lip glosses, and lip stains, all formulated with nourishing ingredients that promote healthy and hydrated lips. Some of the key ingredients used in Smooch products include shea butter, cocoa butter, jojoba oil, and vitamin E, which work together to keep lips soft, supple, and protected from environmental stressors.