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Outside the Box works on New Zealand cosmetics firm rebrand


A cosmetics business, promoted by Britney Spears and Ashton Kutcher, has appointed Leeds’ Outside The Box for a branding brief.

Ethique was founded by a New Zealand-based science graduate to use only ethically sourced and sustainable ingredients. Its products are sold in compostable packages to eliminate the need for bottles and jars.

“Ethique has really taken off in New Zealand and we’ve seen rapid growth which I believe is due to consumers wanting to vote with their wallet and support genuinely ethical, waste free companies which are doing their bit to protect the world we live in,” explained founder Brianne West.

“With consumers around the world becoming increasingly concerned about ingredients and packaging across all sectors, we believe that it has huge potential overseas.”

Outside The Box has been reviewing and refreshing the branding across its 34 products, in order to expand into overseas markets.

This has included a redefined proposition and strapline, brand guidelines and imagery across marketing and packaging.

“This is the start of our journey with Ethique, supporting them to grow the brand internationally and promote the concept of zero packaging waste for beauty products – Ethique’s dedication to sustainable beauty practices is preventing 100,000 plastic containers worldwide being disposed into our environment. It’s a fantastic range and we’re proud to be helping to develop its brand identity to support its profile globally,” added Charlotte Holgate, account manager at OTB.

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