Acquired by the L'Oréal group in 2016, IT Cosmetics found itself in a rapidly evolving skincare market where the need for specific skin solutions was paramount. The brand's signature holographic packaging, once an iconic feature, had evolved into a reference better suited for teenagers rather than conveying the seriousness and efficacy of their products.
Built predominantly through QVC, IT Cosmetics had gained fame for its star products, but lacked consistency across its product line. In response to these challenges, the L'Oréal group turned to us to revamp, modernize, and simplify the brand's image.

Our mission was to create a fresh, cohesive, and gender-neutral identity that would symbolize modern efficacy and usher in a new, edgier chapter for IT Cosmetics.
We began by simplifying and updating the IT logo, allowing it to stand on its own without a tagline, thereby iconizing it. The once-famous iridescent metal foil packaging was replaced with a sleeker silver metal foil, and we introduced a soft white material as an accent to signal the brand's commitment to efficacy. The result is a clean and expertly designed product line that appeals to a wide audience and represents the next exciting phase in the journey of IT Cosmetics.