• Transform magazine
  • February 21, 2019

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Articles

Spotlight on Coty

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Cosmetics master brand Coty recently acquired P&G’s Beauty division, prompting the need for cultural change and a brand repositioning. Melina Thalassinou reports on the resulting affirmation of diversity, beauty and transparen...

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Dead Sea beauty products reinvigorated by updated positioning

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Skincare products from the Dead Sea are some of the most sought after in the world. The industry is a major one for Israel and Jordan – which both border one of the saltiest seas in the world. One of the industry leaders, Isra...

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Beauty Bay’s makeover for digital-first strategy

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With a rebellious proposition to ‘Break the Rules’ and an arresting visual identity that incorporates bright colours and bold imagery, Beauty Bay has cleverly decided to turn its focus on its biggest target audience of 16-25 y...

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Pink isn’t just for girls

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Branding products for a female audience is a challenge that, when done well, can transform a business. But when done poorly, can create condescending, stereotypical or brand-damaging communications. Amy Sandys examines gender-...

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Cosmetics company uses coffee as main ingredient for natural friendly skincare

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From the food and beverages to the cosmetic products sector, healthy living is becoming an increasingly popular phenomenon, with brands across all industries responding to the trend. This translates to adopting more healthy li...

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Australian cosmetics brand Jurlique launches brand campaign

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The beauty industry is changing. Driven by the proud heritage of skincare brands such as the Body Shop and Neal’s Yard Remedies, as well as increased consumer awareness about the ethics behind beauty products, global brands ar...

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Time for some TLC

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Drastically transforming one’s appearance, while desirable, is often met with worry as it can be seen as masking or even altering the personality of the individual. The Lovely Clinic, a new cosmetic surgery clinic, hopes to ch...

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Sustainable futures: The Body Shop

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Known for its ethical trading and business practices, the Body Shop’s commitment to sustainability is a quality imbued throughout the entirety of the organisation. How have its policies changed the cosmetics sector as a whole?...

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Benefit Cosmetics uses Instagram in Christmas campaign

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The Benefit Cosmetics brand has a strong and instantly recognisable visual identity making image-sharing social media platform, Instagram, the ideal vehicle for its 2014 Christmas campaign. Benefit’s girly, playful and fun brand characterist...

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