Color in Branding
Estée Lauder Companies
The Leader in the luxury cosmetics industry doesn’t stay at the top by chance. Estée
Lauder Companies have been the leader in luxury makeup, skincare and hair care for
over 40 years. As we enter a new life from behind the smartphone, brands have to
deliver their products and customer experience in a digital era where change is
mandatory if your cosmetics line is founded on a “personal touch” from industry
professionals.
A study reported by Forbes.com conducted by Ipsos suggest that the number one
influencer is not found on Instagram or any social media platforms, rather in your circle
of friends and family. To create a multi-generational brand, Estée Lauder began with
their 2-part logo design. The illustrated Gold monogram E and L shows elegance,
exclusivity and a lineage of quality.
The iconic water mark typeface Optima in all caps communicates a classic and
trustworthy personality. The serif font also can be clearly read on online platforms, as
well as company letterhead and packaging.
The navy-blue background is the color of intelligence and used most by conservative
brands. The gold lettering is a feel of luxury and prestige. Not only does ELC lead the
industry for quality product, they’re also the leaders in Beauty packaging.
AVEDA
Aveda is a hair care and skin line that is professional only and is prided on
environmental leadership and responsibility. They are one of the top products and hair
repair lines with salon professionals and consumers. They carry a reputation to be an all-
natural, plant derived solution for problematic skin and hair and color that is ammonia
free.
The logo of Aveda is an unmistakable typeface that is unlike any other. Being a brand
owned by The Estée Lauder Companies, it’s no surprise that this visual strategy is known
globally and on the shelves for over 20 years.
The bold custom serif font is quite unusual with the letter A and V flipped 180 degrees.
The A has a small dot in the center, rather a traditional A shows a scientific approach.
This typeface gives you the sense of style and exclusivity. The earth tones from their
different color and care lines, promote all -natural products with their signature tag line,
“The art and science of flower and plant essence.”
A light, earthy, warm toned brown gives us the foundation of energy and balance with
reliability. Across the different lines, they stay seamless with earth toned moss green,
magenta and light browns and neutrals. This gives consumers confidence that the
quality of product and packaging are exactly what the brand stands for.
MAC
MAC cosmetics, Make-Up Artists Company, another ELC owned cosmetic line was
formulated for the professional makeup artists needs. They are known for the MAC AIDS
Fund, the brand is heavily involved in fundraising efforts and social awareness.
The color scheme used by MAC is black and white. The white represents new
beginnings, geared to drawn in a younger clientele. Black is a more intimidating
emotion for the brand. This generates from the professional industry where makeup
color was formulated and placed in large and small black pots.
They are willing to take chances, but doing it with a chic, provocative essence. We can
feel this essence with the black and white scheme.
Being that MAC isn't afraid to take chances, their bold, serif typeface is one that is
outspoken and brave. It shares a similarity with AVEDA in using two dots to separate the
A from the rest.
It's no surprise that MAC has been a leader in the professional makeup industry, since
1994 their high pigmented colors look more luxurious than competitors using black
packaging. Using transparent black outer packaging so the consumer can see the actual
color they are purchasing.
The brand personality, voice and core values are screaming from their packaging.
Developed by professional makeup artists, the brand stays true to this with a simple
black package wrapped in a black carton with a capped M on the outer shell. MAC
remains the favorite of all industry professionals.
