Beauty UK

Beautyuk Cosmetics is a make-up brand specialising in the 16-25 year old market. The broad colour ranges and low price points make them perfectly placed to become the number one brand operating in this market, building on their impressive high street presence in all Superdrug, Lloyds Pharmacy, Select and Internacionale stores.

Halo was appointed to refresh the Beautyuk brand, repositioning them to ‘own’ the landscape between Barry M and Rimmel. The deliverables of the project included an e-commerce website (a first for the brand, allowing them to sell direct to the consumer), all in-store point of sale stands and materials, product packaging, exhibition stands and national advertising.

Our first task was to re-imagine the Beautyuk visual identity (logo), crafting and modernising it, giving it a contemporary feel in line with the new brand positioning and, ultimately giving the logo greater stand-out.

Our next step was to create a brand descriptor that would be a clear statement of the brand’s intent to build an audience passionate about fashion, who enjoys experimenting with looks and wants to be ‘on trend’. Halo wrote the descriptor of ‘Make Your Statement’ which is now the lead strapline used on all Beautyuk material and is a key element of the brand identity.

The rollout of the new branding is still in progress but the website - the start point, central to all brand collateral - is live and open for business. It is a fantastic example of where Halo is taking Beautyuk, in its vibrant, exciting design, with simple, intuitive functionality and ‘get the look’ tutorial videos that bring the brand and products to life.

The coming months will see new stands in every highstreet store, exhibiting at trade and public events (including The Clothes Show Live) and a national advertising campaign across the full range of media channels. Watch this space...