A ZERO COMPROMISE BEAUTY PRODUCT.
A project I started in the covid lockdown when reviewing my skincare and beauty habits. Reflecting on why I use or don’t use products, why there was always a catch for consumers when choosing even the most simple of products such as a lip balm. Whether it be cased in ridiculous amount of plastic or required significant efforts to recycle some parts but not others, whether it be breaking the bank to get good quality or whether it be on bland design to imply a scientific backing or natural ingredients.
Over 2 years I’ve worked to collate those ‘either/or’ consumer decisions into 1 solution and say G’ME to exactly what I wanted. Searching all over, to finally find an innovative biodegradable plastic that would house and sustain beauty formulations, is valuable in itself. For these reasons and many more, I am very excited to finally bring G’ME Beauty to market in 2023, starting with 3 naturally made lip balms.
A BETTER CHOICE
The aim was to combat these 3 consumer decisions best I could and G'ME (&you!) a zero compromise beauty product to get exactly what you wanted :
G’ME GOODNESS FOR YOU & THE PLANET
100% of the product - made from quality, naturally derived, ingredients & materials not 97%
G’ME COST FRIENDLY
Affordable to the person who doesn't want to compromise on purchases.
G’ME SASS
Great design with beautiful loud bright colours
MY ROLE
As the founder of G’ME naturally I have taken a significant ‘Jack of All Trades’ approach but this time I’ve hired collaborators in specific areas where I see essential for the strategy of the business.
CREATIVE IDEATION & DIRECTION
Responsible directing all aspects of the creative, from the design of the product and packaging to the digital design of the site.
BRAND POSITIONING
Identifying the WHY behind G’ME what we stood for and who we spoke to. This then informed the brand identity with pillars, TOV and personality defined. Leading to the visual identity which was collaborated on with the great Studio Juice.
PRODUCT DEVELOPMENT & MANAGEMENT
From the sketches in note books to 3d mock ups, to change of direction and multiple testing stages all the way through to manufacturing. Including research & development into sourcing suitable materials for host packaging to align with our aims.
FORMULATION
Activating research & focus groups to identify key preferences and problems. To then building an ingredient list & mixing a formulation that provides the consumer with quality and a guilt free option to a natural lip balms
MARKETING & SOCIAL
G’ME is about 100% transparency from the business to the ingredients to the personal journey. I am responsible for bringing this to life in a digestable , trend conscious and platform specific language. To bring value to the consumer through experience led moments both on & offline.
This online ecomm business requires strong online social strategy & content creation of which I am building and directing with a digital marketing partner to help execute and adapt.
