Manoga: Luxury Beauty
A pitch project for Manoga, a luxury beauty brand launching in the UK. I worked on developing the brand's visual direction and creative concept, creating a cohesive identity designed to support its entry into the market.
Client
Manoga : Luxury Beauty
Year
2023
Two Proposed Routes
As a new luxury beauty brand entering the UK market, Manoga needed a distinctive launch strategy that would introduce Ayurvedic self-care to an audience largely unfamiliar with its benefits. Research revealed that potential customers were predominantly female, curious about trying new products, but lacked awareness of Ayurveda and its value within a modern self-care routine.
To position Manoga as a memorable and relevant new entrant, we developed two creative launch routes. The first centred on empowering self-care through a refined, regal aesthetic, while the second embraced celestial themes to celebrate confidence, wellbeing, and helping customers radiate their best selves.
Drawing on themes of royalty and opulence, this route positions Ayurvedic self-care as a luxurious ritual rather than just a beauty routine.
A celestial visual direction inspired by the feeling of being on cloud nine - radiant, uplifting, and aspirational.
Breaking Stereotypes
Men's skincare and self-care are often overshadowed by outdated stereotypes, creating a barrier to engagement despite growing conversations around wellbeing and mental health.
To challenge these perceptions, we proposed the #BeAMan campaign, launching during Movember. The concept encouraged men to embrace self-care with confidence while opening up conversations around mental wellbeing, creating a campaign that was both culturally relevant and purpose-driven.
