Concrete teamed with Vienna-based designers EOOS on BITE’s uniquely shaped componentry. The shapes echo the unique contours women’s lipstick take on after repeated use.
BITE Beauty is a line of lip products made from entirely natural, food-grade ingredients, including resveratrol, the health-boosting, antioxidant component found in red wine. Each application of BITE delivers a micro-dose of antioxidants that assist the body in the fight against free radicals. In fact, Bite is so healthy, you can eat it.
Unfortunately, organic lipstick and makeup brands have become associated with poor colours, reduced wearability, and a distinct lack of sex appeal. When Concrete was brought in by long-time client Susanne Lang Fragrance (SLF) to brand and launch this new beauty venture, we felt that the “organic” or “natural” angle was getting tired and wouldn’t work as a driver for a new lip brand. Because SLF was able to achieve vibrant reds and plums with BITE, we positioned the brand, not as an organic line, but a great line – edgier, fresher.
Concrete created BITE’s strategic positioning, brand story and brand identity. An elegant logo was created, fashionable and sophisticated. The stylish lipstick caps – created by the Vienna-based firm EOOS, reflect the individual ways women apply lipstick. These components gave BITE open-shelf appeal, drawing the attention of browsing consumers who would then “discover” the product’s unique organic ingredients.
Launched in 2012, BITE is now sold at over 700 Sephora stores and is the retailer’s biggest selling niche brand. SLF has also opened a flagship Lip Lab in Soho where consumers can mix ingredients to achieve their own colour and scent. The five glasses of wine’s worth of resveratol in every lipstick is always included.