Overview
The first truly Afropolitan Beauty Campaign Launching a new indie beauty brand, inspired by the spirit of Africa, to rewrite the rules of inclusivity in the category.
When dynamic beauty executive Sharon Chuter first came to Spring in early 2018, we were inspired by her passion and desire to create a brand that would not only challenge the beauty status quo but change it for the better.
It proved to be the start of a beautiful partnership: Spring worked closely with Sharon from the outset to define UOMA Beauty’s brand strategy and fundamentals and then bring that to life across all key touchpoints – from visual identity to product naming, packaging design to point of sale – ultimately culminating in a 360 ° launch campaign in the UK via Selfridges, London and in the US via 200+ Ulta doors.
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UOMA - Afropolitan Beauty
Beauty as a powerful expression of identity: There used to be a homogenised beauty ideal that was non-inclusive and prevailingly Anglocentric. Today, people are using beauty as a powerful expression of identity and are free to express their authentic selves.
