1. Business Context

Lush and Glow is a skincare and beauty brand aimed at empowering women through radiant, healthy skin. Despite its effective formulas and visual appeal, the brand lacked a distinct narrative and struggled to justify premium pricing.

2. Strategic Challenge

In a saturated beauty market, products alone don’t create differentiation. The challenge was to move from "beautiful packaging and good product" to a brand that evokes self-worth, transformation, and glow — inside and out.

3. Diagnosis and Direction

With NAVE analysis:

• Business: Quality skincare with untapped emotional potential.

• Audience: Women seeking confidence, care, and radiant presence.

• Value: Self-appreciation, natural beauty, daily rituals.

• Essence: Beauty that shines through — not over.

The strategy repositioned Lush and Glow from a cosmetic line to a brand of confidence rituals — where skincare is a moment of reconnection.

4. Transformations Delivered

• Verbal identity realigned: fewer claims, more connection.

• Visual language softened to express warmth and elegance — glow, not glitter.

• Experience packaging and messaging redesigned to elevate daily use into a sensory ritual.

5. Perceived Impact

• Stronger emotional connection with the target audience.

• Boost in social media engagement through clearer narrative and identity.

• Price acceptance improved due to higher perceived emotional value.

6. Final Punchline

We didn’t just create a beauty brand — we designed rituals that glow.