Customers buy the color they see in the photo, and return it when the real color differs.
Makeup sells inspiration and true color. Sinh Vũ makes the lipstick case, the color chart and the on-skin photos say the same thing, so the color customers see is the color they receive.
Three things first: a color chart with clear names and codes, an honest set of on-skin photos, and a case worth holding in the hand. Together they decide whether customers believe the color they see is the color they get.
Each color gets a memorable name and a consistent code, from the lipstick case to the product page.
The same lighting across many skin tones, so customers can picture the color on themselves.
The weight, the sound of the cap closing and the shape of a lipstick case or compact make customers want to keep it.
All are makeup, but each group is chosen for a different reason, so each needs its own way of speaking.
Their customersCustomers buy by color and by the feel in the hand, and often come back for a second and third shade.
Brand challengeMake the whole range of colors look like one set, with each color having a name and a shape worth remembering.
Their customersCustomers worry most about picking the wrong shade, so they read the description closely and look at many photos before buying.
Brand challengeHelp customers pick the right shade through a clear shade chart and photos on many skin types.
Their customersCustomers like collections and often buy by season and by trend.
Brand challengeOne shared packaging frame, with each collection getting its own color story, all from one house.
These are the places where makeup brands tend to lose customers even when the product colors are beautiful.
Marketplace photos have been brightened, customers receive the product, see a difference and return it.
A shooting and color correction process that keeps the true color, checked against printed and case samples before posting.
Start from this problemTwenty lipstick colors, twenty hard-to-remember names, and customers don't know where to start.
Name by group, put a color mark on the case, and add a chart that suggests colors by occasion.
Start from this problemEach collection has a different style, and loyal customers don't recognize their own brand.
Keep the name, mark and layout frame fixed; change only the dominant color and the story each season.
Start from this problemA messy tray at the counter, dirty testers, and customers who don't want to touch them.
Design a stand and tray with a spot for each color, easy to wipe clean, in the brand's own color chart.
Start from this problemAt Buying. Customers already like it but aren't sure the color suits them. If the photos don't cover enough skin tones, they pick a brand whose photos look more like them.
Touchpoints are where customers look, hold or try. You don't need to do everything at once. These five decide most of how customers feel when choosing a color.
Customers hold it every day, and the decision to rebuy comes from that feel.
Helps customers choose quickly and remember the exact color to buy again.
Customers trust photos of real people more than beautiful product shots.
Where customers try the real color and decide right at the counter.
Customers open the box, compare the color with the product page, then decide to keep or return.
Listed in the order to do them. A newly launched brand can stop at step three; a brand with many collections goes all the way.
Name, mark, color and type: the fixed part every collection travels with.
Lipstick case, compact, palette box and a color-mark system on the packaging.
An honest set of on-skin photos, usable on every sales channel.
Visuals for each new collection, built on the shared frame.
Guidelines so every season's launch stays one house.
Sinh Vũ has not published a makeup project. The three below solve the closest problems: a premium look, many lines with one face, and one shared packaging template.
Callidora, a skincare cosmetics brand, had Sinh Vũ build a feminine, premium identity system that keeps its promise of beauty from healthy skin from the very first glance.
Feminine and premium without cliché: a premium visual direction for a cosmetics brand.
2009LiuGems sells natural-stone jewellery to people who believe minerals carry energy, a trade where beauty tends to arrive improvised and promises tend to run ahead of proof…
Eight product lines, one shared face: exactly the problem of many colors and many sets.
A packaged consumer goods portfolio with many lines, all going to shelf from one shared die-cut: Sinh Vũ built the logo system, identity and packaging…
One die-cut template used across the whole packaging system.
The principles behind it
From the feel in the hand and the sound of the cap closing, and only then the shape. Make a real sample and hold it many times before you sign off the tooling.
Shoot in the same lighting, compare the photo against the real sample beside the screen, and avoid extra brightening. Photograph each color on several skin tones.
The box needs room for a mirror, a brush if there is one, and a smooth open and close. Decoration should follow the collection, while the frame and mark stay fixed.
No. Keep the name, mark and layout frame fixed; change only the dominant color and the story each season, so loyal customers still recognize their brand.
A few lines about the color range, the user and what is holding you back is enough. Sinh Vũ will read it and reply within one working day.