L'armoire à beauté

L’Armoire à Beauté is a French cosmetics distribution brand founded in Paris in 2016

Purpose: local retail
Target audience: active women aged 25–50
Positioning: accessible
Unique selling point: curator of clean, cutting-edge beauty, backed by a network of pharmacies in the form of integrated pop-ups

Mission: rebranding + graphic charter + roll-out + Instagram charter + merchandising + UX/UI design + Shopify development
Challenge: after seven years in business, LAAB is shifting its B2B model to a B2C model, which requires a new expression of its identity codes
Proposal: a global rebranding incorporating the brand’s values of proximity, sisterhood, transparency and boldness. Colour as an identity marker, monogram as a sign of attachment