The Naxos collection from MAKE, New York The Naxos collection from MAKE, New York
The Naxos collection from MAKE, New York The Naxos collection from MAKE, New York
The Naxos collection from MAKE, New York The Naxos collection from MAKE, New York
The Naxos collection from MAKE, New York The Naxos collection from MAKE, New York
The Naxos collection from MAKE, New York The Naxos collection from MAKE, New York

Celestial skincare

16 : 10 : 2015 Make : Naxos : Skincare

New York – Beauty brand MAKE is moving into skincare with Naxos, a new gender-neutral, technology-driven skincare line. 

  • Includes a primer that protects against HEV rays, the blue light emitted by digital screens
  • Researchers have recently found they are potentially more damaging to skin than UVA rays

The range includes a lip oil, a primer and a serum that have been formulated to protect against environmental stress and light-related skin damage. The moonlight primer, for example, shields against High Energy Visible (HEV) light and infrared (IR) light, the blue-violet and invisible light emitted from electronic devices such as tablets, smartphones and computers. 

Since the problem does not only apply to females, the brand looked for new ways to visually represent the gender-neutral range. The creative direction drew inspiration from classical Greek mythology, using a male model in the campaign imagery. ‘The beauty industry has been obsessed with portraying beauty as feminine,’ MAKE creative director Ariana Mouyiaris, tells LS:N Global. ‘But it feels like the conversation around this is changing. It’s not about sexuality or gender, but self-expression.’

The Big Picture

Consumers are looking for brands to move beyond the traditional aesthetic associated with gender-based marketing. For more, read our Neutral Culture macrotrend.

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