D&AD - The Brief
Create an idea that engages sassy young women in an imaginative way that makes 17 Cosmetics impossible to ignore.

Creative Challenge
The ways in which today’s youth generation consume and experience brands has been turned upside down — instant access to a vast selection of choice, array of influences and recommendations makes it harder, and easier, for brands to cut through and engage.
In the cosmetics world competition is tough. Young girls are bombarded with media from all angles. From celebrity endorsements, inventive packaging, to online make-up demonstrations - everyone is vying for their attention.
The look, feel and desirability of the product plays a crucial role in many purchasing decisions. Packaging and product design can change the perception of a brand, and open it up to a new audience.
Your challenge is to come up with a strong concept — brought to life across a variety of touch points, including packaging - that makes teenage girls know that 17 cosmetics are the essential toolkit for expressing their look and their individuality.

Target Audience
Primary – young women between 14- 19 who like to look and feel amazing. Secondary - 12-15 year olds aspiring to be young adults.
• The ‘17’ girl has a multi-faceted life, changing her persona depending on the occasion.
• She is stylish, optimistic and fun. • She encompasses the latest fashion into her own look. • She is reaching for independenceand knows what she wants. • Her appearance gives her the
confidence to be who she wants to be.