Tarte Cosmetics is a brand that believes in breaking down the boundaries within beauty and shattering stereotypes and encourages people to be their true selves. The brand is a staple in the industry because of our belief in using high performance and natural ingredients. Tarte wants people to not only feel their best using our products, but also know our products are good for you.
Despite the dedication to their mission, in recent years with the introduction of smaller makeup brands and global brands rising, they’ve been slowly declining in our sales and relevancy. As a new brand direction, Tarte wants to tap into that magical nostalgia we had as kids wanting to be princesses in a fairytale. What’s a better way of stepping into that new reality by using our makeup products, that bring you back to putting on sparkly lipgloss and bright pink eyeshadow.
The Tarte ad campaign extends the magical and fantasy feeling of Tarte by creating this entire world the customer can escape to. The imagery of the makeup house is meant to serve as an alluring place that the consumer is attracted to. The color palette for the brand is brought to life in the ad campaign. The range of pinks is shown farther in the ad campaigns to evoke feelings of femininity and sweetness. The typeface has a feeling of elegance through its decorative elements such as the line quality and swashes to demonstrate the Tarte’s commitment to beauty. For this web ad, it is meant to demonstrate the sweetness of the brand that’s alluring. While there is this similar pink grainy path to represent the texture of eyeshadow to tie in both ads together.
Tarte is more than makeup, it's a portal back to the whimsical joy of childhood imagination. The new brand is a vibrant escape filled with magic, delicate beauty, and a touch of sweetness. With playful packaging, a touch of whimsy, and a world waiting to be explored, Tarte empowers you to express yourself and create your own story.
