The Background: Creating the most inclusive beauty brand in the industry
When global retailer Zara approached Baron & Baron to guide the concept and creation of a new Zara Beauty brand in
collaboration with legendary makeup artist Diane Kendal, the ambition was simple and fearless—to create a beauty line for
everyone; regardless of gender, age or personal style.
Before approaching the packaging design, The Baron & Baron team crafted a strategy inspired by an analysis of Zara’s brand
DNA, and its unique offering within the fashion industry.
Where high-end fashion is built on exclusivity and a singular point of
view, Zara’s range of styles speak to everybody in many languages—all with a democratic price point and elevated aesthetic
that ensures no matter what you pick, you’ll be on trend.
If there’s one thing the fashion and beauty industries share, it’s the fact they’re built around stereotypes—seen even more
blatantly in the beauty space, with makeup brands’ muses often feeling like caricatures as opposed to authentic individuals. With the new Zara Beauty, the Baron team sought to translate the radical inclusivity of Zara’s fashion proposition into
cosmetics.
Built on Zara’s core tenets of inclusivity, pluralism, affordability and on-trend design and quality, Baron & Baron encapsulated
this bold new beauty perspective in a tagline for the brand: “There is No Beauty, Only Beauties”. This ethos informed all
touchpoints, from launch campaign to packaging design for the collection—which made its debut in May 2021 with over 130
colors for eyes, face, lips and nails.
