BEAUTY BELOW
Huntersville, North Carolina
When Dr. Cynthia Wesley, board certified OBGYN and vulvar skin specialist, decided to create the first intimate skin care line for women of color, she enlisted LEXI DESIGN to help her turn her dream into a reality.
BRAND IDENTITY
It started with a smart name, a clever tagline and supporting icon to make this brand beautiful, approachable and trustworthy. The brand is supported with a versatile icon that was used in a variety of ways including a supporting pattern.
#BLACKVAGINACONFIDENCE
THE MOVEMENT
Beauty Below was created to help the BIWOC community create a new, loving relationship with their genitalia. More than just another intimate skincare line, the brand was designed to educate and open a dialogue on a topic generally not discussed. Black Vagina Confidence is a movement to help women of color understand their bodies, feel unashamed, be unapologetic and gain confidence. LEXI DESIGN supported this movement with the creation of a powerful name and hashtag.
PRODUCT LABEL DESIGN
Product sourcing, product naming, bottle selection and label design brought this product to life. The project was culminated with the creative direction of a comprehensive photo shoot.
WEB DESIGN AND DIGITAL PRESENCE
This e-commerce site was designed to be a hub for both education and shopping. Utilizing the brand logo, icon, soft color palette, patterns and original photography, the website is beautiful, user friendly and educational.
GETTING SOCIAL
LEXI DESIGN collaborated with Beauty Below to effectively extend the brand’s voice into their marketing and social media through targeted ads, promotions, and stylized posts.
