ruby: midterm presentation
an in-progress project
Red hair comes from a genetic mutation that causes the hair to produce more pheomelanin. This is a reddish pigment that only 1-2% of the entire world has. For a redhead to be born, both parents must at least be carriers, making red hair (no matter the shade) by far the rarest hair color. Makeup companies have sadly decided that we are too rare for them. If you’re not aware, makeup stores DO NOT carry shades for redheads beyond a possible burgundy (for some reason, this is currently the redhead shade - but good luck even finding that). So this means that, unfortunately, the vast majority of redheads are using black or brown mascara and eyebrow products. Not because they want to, but because they have no other choice. Ruby wants to be that choice. It may seem insignificant to the brunettes, but this is just one way that we can practice self-love in your everyday routine. Our individuality and uniqueness as redheads deserves to be recognized.
When you walk into a Sephora or an Ulta, I guarantee that you will see a redhead model on the wall or beside the aisles. I can also guarantee that you will never find a shade of any makeup product that would match that model’s hair. Doesn’t really make sense, right? Make no mistake, redheads are clearly highly valued in models and advertising. The makeup industry actually loves to feature redhead models, and we obviously see them quite often. This inclusivity would be much more productive and appreciated if makeup brands actually reflected this in their products. But unfortunately, it seems as if they only play into the fetishization that red-haired women have historically endured.
At Ruby, our mission is to celebrate redheads and honor their individuality. We’re dedicated to fostering a movement of self-love through products that make you feel a little more like you! Ruby knows the importance of inclusion in the beauty industry, beyond display purposes, which is why we have 6 shades of red to choose from. From strawberry to auburn, we’re positive that your hunt for the perfect ginger shade has come to an end.
Our products are for all redheads, regardless of age, gender, and even curl patterns. And again, since redheads come in all shades of red, our products vary in hues to match your precious mane.
Jessica, a bright ginger, has used black and brown mascara forever. She wishes that she didn’t have to sacrifice her ginger lashes for the length and volume of a good mascara. She’s been searching for years to find a red-hair mascara, but has had no luck. One day, she’s shopping at a makeup store and sees Ruby on the shelf - the perfect shade for her. Finally, she can feel more like herself.
Alyssa, a curly strawberry blonde, is noticing that her red tint is beginning to fade with age, causing her to look more blonde. She doesn’t want to dye it because she’s afraid of the damage. While online shopping, she comes across Ruby and decides to order the color-boosting shampoo and conditioner. After just one wash, she notices her hair is instantly glossier, and her red color pops out beautifully. She’s elated that she didn’t have to compromise her fragile curls to give her color a lift.
My 100 logo designs. These were my final 4 picks to the right.
My final primary and secondary logos, along with the logomark on the left.
For the typography, I kept it quite simple and clean to avoid competing with the complexity of the logo.
I went with a quite feminine color palette to cater to my demographic of redhead women. I decided against a true red color to avoid being too literal. I also had originally planned on adding orange, but ultimately decided against it due to the negative feelings that redheads often have about being classified as orange.
These are some examples of patterns I’ve been using.
Thus far, I’ve completed the haircare portion of packaging, so I inserted a mockup of the hair mask to give you an understanding of how these upcoming dielines are going to look on the bottles.
Shampoo bottle dieline
Conditioner bottle dieline
Hair mask bottle dieline
These are obviously very low-low-fi, but I started the website, which will be an online shop where you can also go to find your perfect shade of red.
The next steps will be to design the makeup portion of packaging — the mascara and brow products. I’ll also be designing a couple of posters for the exhibition to advertise my brand. Then, in addition to completing my website, I would like to possibly create an Instagram profile with a few posts for further marketing. Lastly, is printing and building the exhibition.
Thank you for viewing!
That’s why I created Ruby. Think of us as a fairy godmother for all your strawberry needs. Our mission is to help you feel more like you. With specialized formulas for 6 different shades of red, we created products just as unique as you. Makeup and haircare with clean, high-quality ingredients to protect your precious locks. Get ready to feel like the rare gem that you are.