Aimed at 16 to 24 year olds, we created the cosmetics brand from scratch – Models Own needed to develop a brand identity, create distinctive packaging and launch an e-commerce site. To ensure a differentiated positioning in a crowed market, we positioned Models Own as a fashion, rather than cosmetics, brand. With its huge range of vivid shades, we also identified up-to-date colours that could be produced to demand as a key element of our messaging.