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.
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.
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.
Miguel Rodriguez, 28
Occupation: Digital Marketer
Location: Urban area
- Fashion and grooming
- Health and wellnessSustainability and eco-friendliness
- Social media and influencer culture
- 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
- 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
- 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
- Living a healthy and eco-friendly lifestyle
- Supporting transparent and authentic brands
- Achieving academic and personal success
- Limited options for sustainable products in her area
- Brands that make false sustainability claims
- Overwhelmed by amount of info and options available online
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.
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.