You, Only Better

Could this be the year of understated scents and products? I certainly hope so!

Hello, Gorgeous!

I’m a bit wild-eyed after an endless nearly four-hour Zoom brainstorming session with a client. I’m helping them figure out how to position a product line that never launched (Hey, pandemic!) and was then shelved for a number of years.

We pared down the line to a few key offerings that feel timely and classic. One big problem we’re facing is that the brand and product names along with the marketing and language around the brand feel stale and the tiniest bit offensive. And so we’re working to rebrand and give an unlaunched product line a makeover before it launches.

Not unscented, but not a recognizable scent either

One of the odder issues we’re contending with in the brand launch is the way that product regulations have changed in the past few years. And so we can no longer include key ingredients that made up the brand’s signature scent.

But I don’t think that’s a bad thing for a variety of reasons.

Glossier’s skin-scent enhancer smells different on everyone

Glossier la…