[The CEO and manager wanted me to write something to give to the logo designer / visual brand strategist that Blue Scandal contracted to create graphic assets for us. I wrote this up for them based on extensive conversations with the CEO and my overall understanding of the market.]
Bluescandal.com
Blue Your Mind. / True Beauty. True Blue. / Your Beauty BFF.
Brand Statement
Bluescandal.com is an online makeup retail outlet that’s more than just cosmetics. We offer a place to chill, talk makeup, find new products, and have fun.
Mission
The Blue Girl wants to be lovely, delightful, and true to herself using clean, pure products.
Discover delightful products crafted with pure ingredients to illuminate your true loveliness.
Lovely
Your inner self is too beautiful to hide - don’t just share it, give us a second serving!
Discover your glow and let it shine - or else who is going to see it?
Don’t be beautiful like her, be beautiful like you.
Highlight and love your unique features - you are the only you, after all.
Delightful
Those happy surprises that tease a smile out of you - come and get them!
Find your happy - whether it’s from makeup tips, new colors or hanging out while we mask together.
Can makeup be fun please? Um… how about always!
True
Sharing is caring! Connect with beauty lovers and makeup addicts with honest reviews, how-to’s and tips.
Feel confident! We’re real and we’re here because we’re passionate about makeup.
Our products are 100% authentic - we get it, there are shady setups out there, but that’s not us.
Pure
It’s your skin. Only the most nourishing ingredients will do, so that’s what we offer.
Let us help you craft your own clean, fresh look with products that make you go ahhh.
Keep those pores clean with a personalized skincare routine - you have tons of options!
Key Attributes
The Blue Girl will be inspired to gush over her discoveries; her personalized look will evolve with her changing moods; she will realize the benefit of pure ingredients and healthy skin; she will crave the getaway feeling even if she’s sitting in her living room.
Inspiration
Discover new trends with a team of makeup addicts bringing you cosmetics that we not only love, but use ourselves. If we’re excited and blog about it, it’s because we’re excited to get our hands on it! Let us show you the latest techniques and share our take on the newest trends. The only lip service here is the gloss in our color palettes.
We want to inspire customers to become true fangirls. Our tips and tricks will be genuine, and we will show them how to truly look their best. When they place an order, they’ll want to gush about it to everyone they know and share the tips they learned. They’ll squeal with excitement and show off their beauty hauls on instagram and anywhere else they can. Our customers will become Bluescandal ambassadors who can hardly wait to look through more products, find new tips and place another order.
Personalized
We give our personal take on every product, so you can see how they’ll translate to your own individual look. Maybe you adore K-Beauty for skincare and silky BB cream foundations, but you love national name brands for sparkly shadow and highly defined contouring - let us be your all-inclusive beauty spa, so you can be your unique YOU no matter the occasion.
This will be a personal experience. Our customers are going to feel like they’ve got a behind-the-scenes friend who wants to hang out with them. It feels like there’s someone with them as they take care of their skincare, browse color palettes, or whatever they’re up to online.
Pure
Clean looks. Nourishing ingredients. K-Beauty is all about skin health and letting the real you shine through. We’re not here to make you into a different you - we’re here to help you be the best version of you.
An emphasis on K-Beauty and skincare will be the overlaying theme. Our customers will embrace the importance of cleansing and nurturing true skin health. Clean, natural makeup will be the focus.
Getaway
We’ve created a place where you can breathe. Enjoy shopping with zero frustration - because buying your favorite products should be as fun and effortless as using them. When you want to step into your chill zone and find beauty fulfillment, just come to beauty paradise.
Bluescandal will feel like an escape. No clutter, no fuss, no mess. Every login will be a mini-getaway into beauty paradise. No harshness, no reminders of work or stress, just a place they can hang and chat beauty, with everything they want in a single place - sounds like makeup heaven.
Who is our Blue Girl?
Blue Girl is essentially, every girl. She is searching. She goes through typical moods - even if she’s fundamentally happy, there are quiet moments when she is pensive. Reflective. Sad inside and longing for something more to fill her everyday.
She gets a glimpse of Scandal - that’s us! That little peek intrigues her… what’s the Scandal about? The void she felt, that searching feeling is transformed into delight. At every turn she sees fun, new products, helpful tips, and other Blue Girls who share her excitement.
This personalized experience inspires her to come back for that same getaway-feeling of escaping the everyday. She wants to fan-girl the pure, clean products she keeps discovering, and she wants her friends to know about the chill hangout spot she found where she can be truly herself.
Because we just blue her mind.
Notes on Our Overall Target:
- Modern look with classic patterns
- Youthful direction - not mature while avoiding looking childish
- Feminine but not girly
- Not childishly playful but instead, sophisticated fun
- Simple, clean, and not overly done
