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Tag: Facesss

  • Memebox Hong Kong opens flagship

    Memebox Hong Kong opens flagship

    Memebox Hong Kong has opened its first stand-alone flagship store in the city – in Causeway Bay.

    The brightly coloured store is located at 20 Pak Sha Road, amid the street’s growing collection of sports apparel pop-ups and eclectic cafes.

    Memebox Hong Kong, Harbour Town - Tsim Sha Tsui

    Headquartered in San Francisco, with global hubs in the US, China, and Korea, Memebox claims to be the fastest-growing beauty brand in the world with over 500 employees across six countries.

    The company’s newest store stands out externally thanks to a bold red colour scheme and the distinctive laboratory-style treatment area inside.

    Memebox Hong Kong, Harbour Town - Tsim Sha Tsui 2

    Memebox Hong Kong already has three counters in the city – at Harbour City in Tsim Sha Tsui (Facesss), LAB Concept at Admiralty (Facesss) and Tuen Mun Town Plaza (Kiosk 10).

    The company’s philosophy is melding beauty with technology. It has collaborated with YouTube celebrities and beauty specialists to create its products and pursues a digital-first approach to marketing.

    “We’re changing the face of the beauty industry, one smile at a time,” the company proclaims on its website. “We’re dedicated to bringing the best beauty products available to a global, connected audience, since everyone deserves happy skin.”

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  • Lane Crawford gives brand fresh Facesss

    Lane Crawford gives brand fresh Facesss

    Hong Kong department store Lane Crawford has given its beauty brand Facesss a whole new look and direction.

    Facesss, with stores in Admiralty and Harbour City has been given a makeover by independent creative consultancy Constant aimed at appealing to millennials and a more diverse local audience.

    Constant said until now Facesss has been a popular beauty destination, catering to a myriad of different demographics, but it lacked a strong voice of its own.

    The consultancy took a roots to branch approach, focusing on the in-store shopping experience, branding and location within Lane Crawford. Staff uniforms were redesigned and a new in-store music soundtrack compiled, and a new mobile app developed.

    “Since Facesss allows everyone to discover the beauty that works for them, we wanted to hero individualism and self-expression across the communication strategy”, Tem Hansen, partner & strategy director said.

    “We see the beginning of that in the identity and tone of voice, but it will be explored further in the next phase of the brand development.”

    While Facesss now has a new logo, the Constant team took pains to retain “the most definable assets” of the brand.

    “Starting from the logo, the new branding came naturally as we expanded with more geometric shapes and a series of patterns that allows the identity to both be fluid and recognisable across all platforms,” explains Tim Ho, Constant partner and creative director.

    “You see that strongest in the animated GIFs that are used across both LED panels and on social media channels.”

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