Constant gives Hong Kong beauty a fresh face

Facesss in Hong Kong’s Admiralty and Harbour City has tapped independent creative outfit Constant to lead a rebrand of the beauty destination to resonate with millennials and a more diverse local audience.While Facesss, a brand under Lab Concept, a subsidiary of Lane Crawford, has become a popular beauty destination, catering to a myriad of different demographics, it lacked a strong voice of its own.To create a more cohesive presence, Constant was engaged to define the in-store shopping experience, which included the styling of staff, in-house music playlist and the multi-label shopping area, which has a unique look and placement in the store.The project spanned all areas of brand building; communication strategy, visual identity, packaging, content development and even the newly launched Facesss mobile app.Up to 40 brand assets compromise the rebrand, which sees Facesss deliver a more personal experience that talks directly to the individual consumer. Taking the core business offering as a starting point, the new strategy positions Facesss as “the support” in expressing your best self.“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.”Tim Ho, partner and creative director added that rather than starting from scratch, it was important for Facesss to keep its most definable asset."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. You see that strongest in the animated GIFs that are used across both LED panels and on social media channels.”The new Facesss has been rolled out in phases following the shop re-launch in Harbour City. For this Constant also developed a communication campaign that culminated with the grand opening on 18 November.