Gone are the days when female is seen as the passive and meek gender. Today’s young women are outspoken, confident, and knowledgeable. She strives to make a statement in everything she does—from social media updates she posts to the cosmetics she uses.
With this in mind, local cosmetics brand Careline has shifted to a bolder and trendier brand image.
“The youth is the main inspiration for Careline’s new brand direction. They are confident in who they are, what they want, and how they want to express themselves,” said Careline brand manager Creole David.
Combining quirky and “everyday wearable,” the new image aims to appeal to everyone. It is both simple and striking with its new boldface logo and colorful packaging.
With the launch of a young brand image, Careline introduces new products which David says are “better than basic,” and are “a little different from the usual drugstore makeup brands.”
For girls who prefer to make a statement with their eyes, Careline introduces Go! Mascara, which comes in two variants: Go! Long Mascara to make lashes look long and wispy, and Go! Big Mascara, whose special brush packs on product to make lashes extra voluminous; Careline Best Brow Pencil, a retractable brow pencil and spoolie that brushes and tames the brows; and Careline Graph Ink Liner, which has a long flexible felt tip to make lining the eyes quicker.
The brand also caters to women looking for versatile products with its Careline Multi Sticks, a multipurpose makeup that comes in six variants: Contour Stick, a universal contour that also doubles as an eye shadow color; Brighten Stick, a yellow-toned brightening concealer that can be used as an eye shadow primer; Strobe Stick, a metallic highlighter for the décolletage and shoulders that also looks great as a metallic eye shadow; Blur Stick, a pore-filling primer that works well alone or under foundation; and Rose and Peach Sticks, multi-use tints that do wonders for eyes, cheeks, and lips.
Careline’s new lipstick line is for the bold woman. Matte Liquid Lipstick comes in rich hues like Upper Hand in deep burgundy, Craving in true brown, and Dark Matter in a deep, almost black shade. For the adventurous, Careline offers the Melted Metallic Lipstick with a matte metallic finish. It comes in champagne gold Luster, metallic red Live Wire, and metallic purple Prince.
To spread it “Better than basic” message, Careline also launched the Girl Gang which embodies the fun but empowering message the cosmetics label wants to share to its young market.
Teen star Andrea Brillantes, Alyana Chapman, Azusa Masu, Megu Demetrio and Regine Lacanienta star in a short digital film that shows how teens can make a statement with Careline. The video can be viewed on Careline’s Instagram and YouTube pages.
