BUXOM Cosmetics

Positioning + Tone of Voice

Big. Bold. Sexy. This has been BUXOM Cosmetics’ mantra since its founding in 2007. But the female identity has dramatically changed over the last few years – and so has what makes women feel big, bold and sexy. The brand’s Victoria Secret-esque approach was feeling out of touch with their consumers . So, we set out to redefine those three words with an updated brand book that centered around today’s empowered modern woman.

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Full Lips. Full Color. Full Force.

After the rebrand, we started to bring things to life. BUXOM was known for its lip gloss. Lipstick, not so much. So, we made a splash with their first line of full-coverage lipstick, Full Force. With the no-makeup makeup trend in full swing, we decided to create a deliberate, rebellious response – in which wearing a bold, pigmented lip becomes the ultimate power move. When you swipe it on, you #GoFullForce. I named the product, led creative strategy, and wrote all copy.

A next-level lipstick is here to shock your senses. It’s hydrating and hypnotizing, plumping and provocative, tingly and transformative – all at once. The sensation sends a shiver down your spine and a shock of color to your lips that somehow leaves you more you. It’s you at your fullest. And it’s your lips at their fullest, too.

A next-level lipstick is here to shock your senses. It’s hydrating and hypnotizing, plumping and provocative, tingly and transformative – all at once. The sensation sends a shiver down your spine and a shock of color to your lips that somehow leaves you more you. It’s you at your fullest. And it’s your lips at their fullest, too.