DISRUPTING THE STATUS QUO
Problem: Cosmetic companies champion gender equality and confidence however, they still talk down to their target. Products with names like Dirty Slut or Deep Throat” undermine and demean the women who buy them. Idea: Use the tagline Disrupt the status Quo to challenge naming conventions and turn makeup into a positive experience. Differentiate Quo in the market by positioning it as the brand that empowers women. Activation: Rename Quo products to reflect its target audience of smart, successful women. The story continues on Quos Twitter feed where shoppers submit their own naming ideas.
by Anna Cumyn & LauraBeth Cooper
QUO - INSTAGLAM PALETTE
To drive trial and position Quo as a more personal and accessible makeup brand with the perfect look for every woman, we will create custom makeup palettes based on a womans most personal collection of likes and loves at her Instagram profile.
by George Lin & Alexandra manahan
Makeup is a powerful tool for self-expression in the LGBT community, yet brands continue to ignore them - even as they emerge as a major consumer in the category. Quo will become the makeup brand that's redefining what makeup can be, by embracing gender fluidity, and the idea of celebrating whatever your identity is. We'll create the first ever gender-neutral beauty aisle and our brand manifesto videos will call all genders to express who they are through makeup.
by Perle Arteta & Sara Radovanovich
BEAUTY FOR EVERYONE
Every cosmetics brand targets women and features them exclusively in their ads. Quo is going to break category convention with its new campaign and theme line #BeautyForEveryone. Truth is, even men and the transgendered use beauty products but no one talks about it because of the stigma. We're going to make a major statement by celebrating all of the people who use Quo. After all, beauty is for everyone.
by Jonathan Taylor & Andrea Romanelli