3. Current Issues
“Chat, what are we doing here?”
• Distinct patterns unrelated to each other
(2000s cheetah print, 2010s chevron print,
silver pal fronds, criss-cross lines??)
• Eyeshadow palette designs that do not
match whatsoever (you can play around
with different aesthetics while still using a
range of the same colors)
• Bright teal blue products for a company
whose primary colors are supposed to be
purples and blush pinks?
• These are from the same brand??
4. Competitor Analysis
• Dark with pops of bold color
• Higher-end, industry standard
• Wide range of colors
• Established community
• Inclusive (roots in lgbtqia+
community)
• Clean, shiny aesthetic
• Targeting the Gen-Z crowd
• Skin-friendly and easy-to-
use
• Natural ingredients, vegan
and cruelty free
• Pastel colors
• White and natural colors
(pinks here and there)
• ‘clean beauty’ trend
• Committed to sustainability
• Cruelty-free, vegan friendly
5. Inspiration
• Need actual
logo, instead of
just type
• Tarte= tart
pastry, tart-
tasting
• Tart foods:
• Pastry
• Cherry
• Lemon
• Grapefruit
• Cranberries
• Emphasis on
hearts
