A Non-Binary Skincare Brand
Back in the day, a beauty brand would launch with a very specific vision of who it thought its customers would be.
She — and it was always a she — was 18 to 36 years old, had a household income of $70-150K, and controlled the purchasing decisions of her husband (and it was always a husband).
This vision is now outdated!
Bye bye gender specific slogan like “You go, girl.” and Hello "You go, they."
The desire to have gender-neutral brand is not frivolous; it is emblematic of a deeper, more fundamental desire to belong in a safe environment with no judgement or boundaries.
Just be yourself and have Fun with it!