client

Anisa Beauty

what was done

brand vision & creation
strategy & story
product strategy
creative direction
copy-writing
social media direction

go visit

www.anisabeauty.com

personalized beauty in the hands of the consumer

For 25 years Anisa Telwar Kaicker—leading her company, Anisa International—has been a pioneer in the beauty industry, serving as the go-to beauty tools innovator for an endless list of leading beauty brands. Anisa Beauty, her first direct-to-consumer venture was built around the concept of the Anisa Lab: a hub of product innovation and development, created as part of an on-going feedback loop with actual beauty consumers.

We created the vision and ensuing strategy for the Anisa Beauty brand as a response to—and representation of—the actual spectrum of beauty consumers, disregarding the ordinary focus on either fresh-faced 20-something girls or 50+ women, in order to deliberately speak to a cross-generational, cross-racial, and cross-gender-id target group.

Centered around the essence Take Back Beauty, Anisa sees beauty and its associated routines as something personal and deeply individual. Anisa promotes the understanding that beauty rituals are as much about self-care, confidence and empowerment as they are about outward projection. Innovative and socially-environmentally conscious, Anisa Beauty is working to re-define set standards of beauty.

identity design: Tiziana Haug