Too Faced
Designing a beauty playground
Unimpressed with the state of the cosmetics industry in the 90s, founders of Too Faced stormed the market with a brand focused on unapologetic femininity. Quickly becoming a global sensation, the brand chose the exciting and eclectic Carnaby Street to launch their first flagship store in the UK.
Idea
Instantly recognised by their playful branding and quirky product names, the physical manifestation of Too Faced could not be anything less than characterful. As the first UK flagship, the store would not only draw the attention of committed fans but become the educational playground for newcomers; directing us towards a strategy centred around storytelling and indulgent in-store experiences.
Insight
Our concept became a juxtaposition of styles and textures, with a bit of ‘what the..?’ thrown in. It’s the subtlety of the Parisian townhouse meeting the Californian cool of Too Faced HQ, with the exuberance and glamour of the TF founders in the mix.
Against the calm palette of pink and gold, the sequin selfie wall, the decadent chocolate palette and the almost loveable sweet peach stand out to delight and surprise. Disruptive from start to finish, just like the revered brand.
Realisation
Opening its doors within the vibrancy of Carnaby, the store broke all records for an opening day on this street, capturing the hearts of many avid Too Faced fans – even those just looking for the chance to take a selfie with the bespoke sequined TF backdrop.
Testimonial
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