Beauty brand Cheeky launches with help from Pearlfisher

Pearlfisher has designed the brand and packaging for Cheeky

Soho House Group and Cowshed has turned to Pearlfisher to create the brand strategy, tone of voice, identity and packaging design for new launch Cheeky.

Launching in the UK this month, Cheeky will roll out across key global markets throughout 2013 and 2014. The new beauty brand for young, urban social butterflies following in the footsteps of the established Cowshed range, and is positioned as its new naughty little sister.

Pearlfisher senior strategist, Jenny Dean, said an understanding of the Cowshed brand was “key to this project", adding: “The opportunity for Cheeky was to create a world of playful indulgence that projects attitude and spark, and helps women to create their own unique, captivating beauty.”

Sarah Cattle, Pearlfisher creative director, commented: “The design and tone of voice we developed is modern and playful, bringing to life the naughty personality of the new Cheeky brand. The product range names are conversational with “Pimp my Plume” dry shampoo and “Kiss ‘n’ tell” lip and cheek tint. The packaging structures are an eclectic mix of paint tubes, paint pots and rollers creating retail theatre and a unique consumer experience.”

Additionally a flagship parlour has opened in London’s Redchurch Street, as well as in Shoreditch House’s Barbour & Parlour grooming space.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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