Concrete

BITE Beauty

Creating a 
Top-Selling Beauty Brand From Scratch

BITE Beauty

BITE Beauty is a line of lip products made from entirely natural, food-grade ingredients, including resveratrol, the health-boosting, antioxidant component found in red wine. Each application of BITE delivers a micro-dose of antioxidants that assist the body in the fight against free radicals. In fact, Bite is so healthy, you can eat it.

Unfortunately, organic lipstick and makeup brands have become associated with poor colours, reduced wearability, and a distinct lack of sex appeal. When Concrete was brought in by long-time client Susanne Lang Fragrance (SLF) to brand and launch this new beauty venture, we felt that the “organic” or “natural” angle was getting tired and wouldn’t work as a driver for a new lip brand. Because SLF was able to achieve vibrant reds and plums with BITE, we positioned the brand, not as an organic line, but a great line – edgier, fresher.

Concrete created BITE’s strategic positioning, brand story and brand identity. An elegant logo was created, fashionable and sophisticated. The stylish lipstick caps – created by the Vienna-based firm EOOS, reflect the individual ways women apply lipstick. These components gave BITE open-shelf appeal, drawing the attention of browsing consumers who would then “discover” the product’s unique organic ingredients.

Launched in 2012, the line was an instant success. By 2015, the brand had been acquired by the French multi-national luxury goods group LVMH.

Services
  • Brand Strategy / 
  • Naming / 
  • Visual Identity / 
  • Print / 
  • Digital / 
  • Packaging / 
  • Branded Environments / 
  • Art Direction
CUSTOM COMPONENTRY
A Reflection of How Women Use Lipstick

Concrete teamed with Vienna-based designers EOOS on BITE’s uniquely shaped componentry. The shapes echo the unique contours women’s lipstick take on after repeated use. BITE launched with four versions that were used to categorize lipsticks colours: reds, pinks, nudes and berries.

LAUNCH VIDEO

Amuse Bouche was the first major product launch for the company since its inception. Concrete art directed and produced a video to support the BITE and Amuse Bouche narratives around the hand-crafted, food grade ingredients with high impact colour.

BITE LIP LAB
A Custom Lip Colour 
Experience

A main tenet of BITE is the company’s small batch production process. The Lip Lab was created to bring the experience to life in a boutique retail environment. Concrete developed the visual language for stores in New York, Toronto, San Francisco and Los Angeles, where customers could enjoy mixing ingredients, colour and scent to create their own custom lipstick shade.

MADE BY BITE

A look behind the scenes at the BITE factory in Toronto.