Models Own, a new cosmetics range aimed at 16 to 24 year olds, needed to develop its brand identity, distinctive packaging and launch an e-commerce site. To ensure a differentiated positioning in a crowded market, we positioned Models Own as a fashion, rather than cosmetics, brand. With its huge range of over 150 vivid shades, we also identified new colours as a key element of
our messaging. The brand has been so successful that it has moved on from exclusively online sales into retail distribution.