The Challenge

Beauty brands today are often marketed based on themes of desire and aspirational images based in gender stereotypes. However, there is a growing demand for genderless and inclusive products by the individualistic and diverse population of the iGeneration (1995-2007).

How can beauty and personal care brands adapt to better represent the shift towards genderless products among iGens?

Key Consumer Research

According to Mintel Market Research, Gen Z consumers typically look for multi-purpose products for the benefits of simplicity and saving time. Thus, the starter packs include 3 multi-purpose skincare products. Consumers have a choice of 3 scents which each have specific added benefits for different skin types. 

Gap in the Market

When investigating today's genderless market, I found a sea of grey and somewhat bland designs. I discovered that there was a gap in the market for brands that are both genderless and expressive. I also realized that using bold, expressive design elements would make In The Now stand out from its competitors and disrupt the shelves.

Design Experiment: Variable Type + Motion

Using variable type and motion design, the visual identity communicates inclusivity and celebrate individualism. On the packaging, the typography stretches to hug the edges of the different packaging shapes.

In The Now is an expressive and genderless skincare brand that celebrates who you are today rather than fitting into the status quo. 

Modular logo and monogram

Brand colors and icons