BEAUTY COUNTER / BRAND BOOK

Brand Book

Tell the Beauty Counter story.

Committed to a health & safety standard that goes well beyond what is legally required in the United States.

To get safter products into the hands of everybody.

Our strategic focus became:

Our vision: Put truth back in beauty!

COVER A:

BE AU TY The New Beauty

O J

F

Y E N

INTRO: JOYFULNESS

L

S

U S

OUR MISSION To get safer products into the hands of everyone.

i’m in love

with you

STATISTICS: SPRINKLED THROUGHOUT

#betterbeauty

1,400 11 VS

THE NUMBER OF HARMFUL COSMETICS INGREDIENTS BANNED IN THE EUROPEAN UNION VS THE UNITED STATES

There are more than 80,000 chemicals on the market today.

Many don’t have any safety data.

This is particularly true of those used in the skin care and beauty industry.

STATISTICS: SPRINKLED THROUGHOUT

#betterbeauty

1938 THE LAST TIME CONGRESS PASSED A LAW REGULATNG THE COSMETICS INDUSTRY

CHAPTER: NATURAL

Natural

Only about 10% of the 10,000 chemicals commonly found in personal care products have safety data

SI MP LE

This is about progress— not perfection.

Because every little bit counts.

CHAPTER: SAFE

Safe Our rigorous Ingredient Selection Process ensures that our products work beautifully without compromising your safety.

IT’S TIME FOR A CHANGE.

our ingredient selection process STEP 1

ban intentionally STEP 2

screen rigorously STEP 3

learn constantly STEP 4

source responsibly STEP 5

share transparently

WE DESERVE BETTER.

WE’RE DOING SOMETHING ABOUT IT.

Know

Everything

IT’S NOT EASY WORK, BUT IT’S WELL WORTH IT.

fresh

b

#betterbeauty

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This is NOT a beauty company.

It’s a MOVEMENT.

1938

The United States has not passed a major federal law to regulate the ingredients in personal health care since

?

what you put IN your body, matters as much as what you put ON it.

80% of ingredients in beauty products have NEVER been tested for safety.

S SA FE

BEAUTY

FOR

EVERYBODY.

THE THE NEVER NEVER LIST LIST

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At Beautycounter, we’ve banned more than 1,500 ingredients setting a new health and safety standard—

G R E G G

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A NEW S TA N D A R D IN BEAUT Y

Unparalleled safety, flawless formulas.

Beauty Counter Case Study

Cheers!

FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM