Demure Cosmetics

Demure Cosmetics markets themself as cosmetics of distinct quality for women of distinction. The message of this campaign is that soft can be stong. The design strategy uses an illustration of a woman in a kimono, her eyes cast down. This image of a shy woman ties in nicely with the product name. The design concept plays off the western ideas that geishas are shy, submissive women. But in eastern culture, a geisha's attention is highly sought after by men of stature. She is educated and wealthy—a woman of refinement and influence. A woman who is soft and strong. Demure will help each woman find strength in their beauty. The campaign includes a logo, signage, packaging and labels.