The brief:
Create a new-to-world, accessible, mass-market beauty brand that breaks established category codes.
Your brand should be a response to some of the issues with which modern, post-demographic consumers identify: gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users of beauty products today.
When you combine traditional stereotypes with unhealthy beauty standards that are continuously promoted in our society, the bottom line in what you communicate to the people is this message: “You are not good enough.”
This mindset invites beauty products to either end up with a bland design-concept or by communicating the unisex-term as a sexualised gimmick with a focus to divide the genders further apart.
We have to take a step back in order to move forward. Beauty shouldn’t be about placing different people into the same boxes – it’s better to remove the boxes. Beauty shouldn’t tell people to change who you are by promoting removal or addition. Beauty should be about preserving what you already have. You are good enough.
Inspired by the real, raw and ever-changing nordic nature, folk is a beauty-brand that serves a series of care products that maintains the natural delicacy of the skin, hair and hygiene – for everyone.
This is not unisex. This is folk.
Few things are needed to embellish
what is already beautiful.
– Norwegian proverb
