Creating a Cosmetics Company: Lumi Cosmetics

Abstract

This project aims to create an eco-conscious cosmetics brand, starting with research to finishing with mockups of products and brand guidelines. This paper walks through the process of market research, market segmentation, creating a logo, and brand differentiation strategies. Branding is closely tied to a company's business and marketing goals. That is why this project starts by creating a company. This essay discusses creating the foundational marketing principles for a company and then incorporating those into a brand. I highlight the importance of different marketing and brand aspects regarding branding and how they work together to make a cohesive brand.