BEAUX GLOW
Brand storytelling services: Copywriter—packaging, brand guide, website & launch video | Creative director—including Beaux Glow booth | Shopify designer | Brand co-founder
Creative partners: Alex Rhodes, Anna Demetriades, Ashley Erhlebach
Bird’s-eye view: Beaux Glow is a skin, sex and self care oil made from bare nature botanicals to outperform them all. A co-founder, I went deep into the backstory and bones of the brand identity to create a standout voice from scratch (paper) that hits just right. Highly suggestive with hard/core authenticity and crass reverence (the voice section of the brand guide explains it all), Beaux Glow speaks to women in mid-life who, as The New Yorker recently put this menopause-timed phenomenon, “want a room of one’s own, and they want to have a lot of sex in it.” BeauxGlow.co
Lightbulb moment: I am obsessed with brand archetypes, and could not decide if Beaux Glow was a buck-the-system Rebel brand or a soft-and-cuddly Lover brand. I realized that the Lover is the ultimate Rebel in this fractured society. Someone willing to be naked and vulnerable for the sake of that indescribable vibe of real connection. This became the teeth of the manifesto. That became the “go deeper” ground layer for every other word.
![What kind of brand is this, you wonder when picking up a box, skimming the headlines. That’s why I ask myself and my clients as a standard part of the brand voice creation process: “What kind of brand is this…in the universal story archetype sense, like Carl Jung style?” I mean, obviously.Go deep into strategy and positioning, and you’ll see ‘em shine in every line. I could not decide if Beaux Glow—a skin, sex and self care oil made from bare nature to buck the toxic beauty system—is the Lover archetype or a Rebel brand indeed?I realized…in a surface-level, disconnected society, the Lover is the Rebel. Someone willing to be naked and vulnerable for the sake of that indescribable vibe of real connection. This became the heart of the manifesto. That became the “go deeper” beat for every other word.See the way The Lover as Rebel positioning—targeted to peri/menopausal women who are elite brand snobs— is infused into every line on every turn of the Beaux Glow box.[Design by Alex Rhodes]](https://brandstorytell.com/wp-content/plugins/instagram-feed/img/placeholder.png)
