How to avoid being different
The Face Shop new logo, identity and packaging
Founded in 2003 and headquartered in Seoul, The Face Shop is a popular K-Beauty skincare and cosmetics manufacturer, retailer, and franchise business. It is a subsidiary of LG Household & Health Care. Its products include body care, bath products, skin care, and makeup aimed at both women and men. As of April 2012, it had 930 stores in 24 countries. In December 2005, The Face Shop entered the Vietnamese market with HSV Group as the exclusive distributor for the brand in Vietnam. Since then, it has expanded to 70+ stores in 16 cities throughout the country. In 2023, after two decades since its establishment, the brand decided to undergo its third rebranding in history to align with changing consumer preferences and market trends, focusing on sustainability, clean beauty, and a modern visual identity.
The Face Shop's original logo, introduced in 2003, featured a tree and a leaf, directly referencing natural ingredients, and used the slogan 'Natural Story'. In 2016, the brand underwent a significant change in its visual identity while maintaining its focus on the power of nature. They introduced a new logo that represented the goddess of beauty, symbolizing nature's timeless beauty and commitment to delivering endless beauty to customers. This new brand visual was characterized by a blend of classicism and baroque with a bold, luxurious feel, deeply rooted in Greek mythology. The logo emblem was inspired by the elegance of nature, creating a strong connection with the brand's core values at the time, which included a focus on natural ingredients, timeless beauty, and providing high-quality products to consumers.
In 2023, The Face Shop shifted its brand positioning from the 'Natural Story' concept to the 'Clean Beauty' philosophy. This change reflected the growing consumer demand for eco-friendly, sustainable, and vegan skincare products that are gentle on the skin and environmentally conscious. As part of this transition, The Face Shop's parent company, LG Household & Health Care, announced a vegan revamp of the product line, focusing on sustainability and 'clean' ingredients. The new brand story emphasizes the importance of being closer to nature, caring for the environment, and selecting life-friendly ingredients. The Face Shop's Clean Beauty philosophy revolves around three main principles: life-friendly ingredients, eco-conscious packaging and recycling, and commitment to research and development. By adopting this new brand positioning, The Face Shop aims to meet the growing demand for clean, sustainable, and cruelty-free beauty products while staying true to its roots in nature and the environment.
As part of the rebranding, The Face Shop adopted a new logo that followed the bland and simple sans-serif trend and minimalist approach that started around 2017-2018 in the international fashion and tech industries. This change signified a departure from the previous classic logo, reflecting the brand's renewed focus on clean beauty and sustainability. The transformation of the new logo aligns with the brand's philosophy, further emphasizing the brand's commitment to clean beauty.
From our perspective, the minimalist sans-serif logo trend has proven to have a shorter lifespan than initially expected. While the simplicity of sans-serif fonts offers readability and versatility, it also comes with drawbacks. Sans-serif fonts have limited options for differentiation due to their lack of details and features. As a result, The Face Shop's adoption of the minimalist sans-serif logo trend may need to be reevaluated in the future to ensure continued differentiation and relevance in the ever-evolving beauty market.
In line with the new brand positioning, The Face Shop introduced sustainable packaging for The Therapy Vegan Line, a range of eco-friendly, vegan skincare products that do not contain any animal-derived ingredients and are not tested on animals. The packaging features biodegradable materials, refill systems, and a focus on reducing plastic waste, aligning with the brand's commitment to clean beauty and environmental responsibility. The packaging underwent a complete redesign, adopting a modern and minimalistic look, and includes the use of sustainable kraft paper boxes and a refill system. Instead of buying a new jar of cream, consumers can opt for a pod that can be placed into the existing container, reducing reliance on plastic.
The rebranding has helped The Face Shop to better align with current consumer trends and preferences, reinforcing its commitment to clean beauty and environmental sustainability. The updated branding sets the brand apart from competitors and strengthens its position as a leader in the clean beauty industry, with a strong focus on sustainable practices.