CHALLENGE: Hudson’s Bay’s beauty department discovered that 9 in 10 women aged 40+ feel ignored by Beauty brands & advertising. As that is their main demographic, the beauty department recognized the opportunity to transform Hudson’s Bay Beauty into a space where customers feel more seen and represented than they do anywhere else.

SOLUTION: Our rebrand moves away from traditional and formal makeup counter vibes to position Hudson’s Bay Beauty as an approachable, knowledgeable, and welcoming place of self expression. Along with creating a custom logo, palette, and tone of voice, we updated the imagery used throughout the beauty department so they did not have to rely solely on the images provided by the brands that they stock.

RESULT (LAUNCHING FW23): This campaign is bright and fresh. The new photography direction celebrates beauty both inside and out, leaning into diversity, playfulness, and an overall joyful feeling. We aimed to represent our main customer demographic, but also to expand our representation both in age and gender to ensure that Hudson’s Bay Beauty is a welcoming space for all. The copy is informative and approachable, like that friend who has all the best tips and never gate keeps them. Whether you’re a beauty expert or a total newbie, Hudson’s Bay Beauty celebrates your unique beauty journey.