DUO by NARS
Taking a light-hearted approach and acknowledging the lifestyle of men, the new makeup line, DUO, helps men to become comfortable and confident with who they are and be proud of their masculine beauty.
The chosen brand is NARS. Being proud of its revolutionary approach to women, NARS has a high potential to extend its market to include men.
Although the masculine beauty signs are not well known, it occupies a new position nowadays. Men of all the ages begin to seek, in a growing rhythm, what women have already accepted and conquered for a long time: the improvement of the self-esteem and better social insertion. This new need creates a fresh idea in the makeup market and inspires creative packaging and products’ solutions that help NARS to accomplish its brand.
The new men’s makeup line is targeted on metrosexual.
The term metrosexual does not equal to homosexual. Metrosexual is a man with heightened aesthetic sense, spends time and money on appearance and shopping, living or working in the city, where all the best shops, clubs, gyms and hairdressers are. He has clearly taken himself and his urban lifestyle as his own love object.
In the Eighties he was only to be found inside fashion magazines, in television advertisements. In the Nineties, the term was getting popular. Nowadays, metrosexual men have become the male trendsetter and have a high potential of being the future of masculinity.
point of purchase
In recent years, the point of purchase for products and services has become an important focus for marketers. Research from the POPAI’s “Consumer Buying Habits” study has shown that two-thirds of consumer purchase decisions are made at the point of sale and in some categories, impulse purchases at shelf accounts for as much as 85% of sales. Point-Of-Purchase (POP) displays and package design are the last opportunity to influence consumer perception. Thus, beside developing the form and packaging for DUO, POP is also part of the project to reinforces the brand equity through imagery and also provide information about pricing and features.
"Winnie Yuen from Art Center College of Design is a force to be reckoned with. Her design for Duo, a make up line for men by NARS emphasizes the minimum, sleek, elegant look of the brand, yet distinctive as a line created specifically for men."
Copyright © Winnie Yuen Design, Inc.