New Skincare Line

To launch a skincare line in today’s oversaturated beauty market, you need to be confident that your target demographic will be on board. With the launch of Plenaire, a new UK-based brand, they’ve gone to the source, working closely with a Gen-Z focus-group that likely helped shaped HBO’s Euphoria as well?Editorial photographThe packaging for the line they developed with the help of design firm Pentagram skews minimal, with the tubes light, pastel-pink and signature lilac (named ‘Cresyl’ after the purple histological stain cresyl violet) with small particles to add a layer of texture. Minimalist, yet striking enough to work into your “shelfies,” the design of Plenaire comes elevated without being overly flashy. Their online presence is also minimalist and inclusive, as any brand speaking to Gen Z should be. Editorial photographEditorial photograph

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