Halsey and Concrete Collaborate on New Make-up Brand
Award-winning singer/songwriter and multimedia artist, Halsey, has launched a new cosmetics brand created by Concrete.
Known for being unapologetically herself and encouraging her fans to do the same, Halsey’s ABOUT-FACE empowers customers to use makeup in their own way, without the rules of traditional beauty standards, revealing their inner chameleon selves.
Concrete developed an ever-changing identity system where the core brand elements can be remixed, rearranged and reinvented with each new product drop. The launch includes three collections, all with their own unique logo and packaging design language. More products are scheduled for release throughout 2021.
Concrete’s work included Brand Positioning, Brand Creative Direction, Visual Identity, Packaging Development, E-Commerce Website, Launch Campaign, and Photo and Video Asset Development.