Imagery, tactility add dimension to U.K. beauty brand

Cosmetics company breaks the mold and category conventions through emotive cues and “attitude” with a new line of cosmetics.

Pw 4778 Makebelieve

Makebelieve is a challenger beauty brand that breaks the mold and category conventions of the U.K. self-tan sector through emotive cues and “attitude.” The brand was created to extend into related indulgent categories, and Makebelieve’s initial foray into cosmetics comes with the launch of its Enhance premium line of products.

“We felt there was something missing in this area, so we defined and sculpted a finished look in which the products would work with each other to support our core range of products,” says Mike Parsonson, Creative Director at Nude Brand Creation, which owns the Makebelieve and Enhance brands and also designed the Enhance packaging, which is now rolling out on store shelves in the U.K. “The challenge was creating packaging for cosmetics products and bringing it into the self-tan sector.”

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