The Background: Creating the most inclusive beauty brand in the industry
When global retailer Zara approached Baron & Baron to guide the concept and creation of a new Zara Beauty brand in
collaboration with legendary makeup artist Diane Kendal, the ambition was simple and fearlessâto create a beauty line for
everyone; regardless of gender, age or personal style.
Before approaching the packaging design, The Baron & Baron team crafted a strategy inspired by an analysis of Zaraâs brand
DNA, and its unique offering within the fashion industry.
Where high-end fashion is built on exclusivity and a singular point of
view, Zaraâs range of styles speak to everybody in many languagesâall with a democratic price point and elevated aesthetic
that ensures no matter what you pick, youâll be on trend.
If thereâs one thing the fashion and beauty industries share, itâs the fact theyâre built around stereotypesâseen even more
blatantly in the beauty space, with makeup brandsâ muses often feeling like caricatures as opposed to authentic individuals. With the new Zara Beauty, the Baron team sought to translate the radical inclusivity of Zaraâs fashion proposition into
cosmetics.
Built on Zaraâs core tenets of inclusivity, pluralism, affordability and on-trend design and quality, Baron & Baron encapsulated
this bold new beauty perspective in a tagline for the brand: âThere is No Beauty, Only Beautiesâ. This ethos informed all
touchpoints, from launch campaign to packaging design for the collectionâwhich made its debut in May 2021 with over 130
colors for eyes, face, lips and nails.
