client

Anisa Beauty

what was done

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

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 leading global brands. Collaborately we created Anisa Beauty, her first direct-to-consumer venture, and as well as Anisa Lab—a hub of product innovation and development created as part of an ongoing feedback loop with consumers.

The vision and strategy for Anisa Beauty responded to—and represented—the full spectrum of beauty consumers. Rather than focusing on either fresh-faced 20-somethings or 50+ women, the brand deliberately speaks to a cross-generational, cross-racial, and cross-gender audience.

Centered on the brand essence Take Back Beauty, Anisa positions beauty rituals as 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 environmentally conscious, Anisa Beauty continues to challenge traditional standards of beauty.

identity design: Tiziana Haug