luna
Luna is a premium sustainable eyelash brand that stands for beauty with a conscience—empowering individuals to enhance their natural beauty without compromising the health of their skin or the planet.
the challenge
To develop a branding and marketing strategy for Luna, a sustainable eyelash brand. The brand needs to appeal to the target demographic of conscious and eco-friendly millennials, while also differentiating Luna lashes from competitors in the crowded beauty industry.
the outcome
A simple word mark customized with a subtle moon silhouette alludes to the clean and modern look of the brand. The brand identity incorporates Luna's celestial theme with a cosmic-inspired color palette and starry graphics. Everything was created with sustainability in mind, using eco-friendly materials and minimal packaging to reduce waste.
User Personas
Miguel Rodriguez, 28
Occupation: Digital Marketer
Location: Urban area
Interests
- Fashion and grooming
- Health and wellnessSustainability and eco-friendliness
- Social media and influencer culture
Behaviors
- Experiments with different fashion and grooming trends
- Maintain a balanced lifestyleConcerned about the impact of his actions on the environment
- Enjoys discovering new brands and products via social influencers
Goals & Motivations
- To look and feel his best
- Make a positive impact through his consumer choices
- Open to trying new beauty products and brands
Frustrations
- Lack of time to research and try out new products
- Concerned about the quality and effectiveness of a product
- May be hesitant to try a beauty product that is traditionally marketed towards women
Alyssa Osman, 22
Occupation: Full-time college student
Location Suburban area
Interests
- Sustainability
- Hiking
- Cooking
- Yoga
Behaviors
- Active social media user
- Shops primarily online
- Willing to pay premium price for high-quality sustainable products
- Enjoys experimenting with her beauty routine
Goals & Motivations
- Incorporating
- Living a healthy and eco-friendly lifestyle
- Supporting transparent and authentic brands
- Achieving academic and personal success
Frustrations
- Limited options for sustainable products in her area
- Brands that make false sustainability claims
- Overwhelmed by amount of info and options available online
BRAND MISSION
At Luna, we believe that beauty should not come at the cost of our planet. Our mission is to provide high-quality, sustainable eyelashes that empower all individuals to enhance their natural beauty while reducing their carbon footprint.
BRAND POSITIONING
We differentiate ourselves from traditional beauty brands by offering ethically sourced, cruelty-free eyelashes that are designed to minimize our environmental impact.
what I learnt
This project working on the branding and marketing strategy for Luna lashes was a valuable learning experience. I gained insight into the importance of developing a clear and concise brand identity that resonates with the target audience, as well as the significance of sustainability and eco-friendliness in the beauty industry.
with more time and resources
I would expand the project to include more extensive market research and competitor analysis, as well as a more in-depth exploration of the brand's social media strategy and influencer partnerships.