Today most women strive to be perfect. But what is the definition of perfect? According to the beauty industry, you need to have flawless skin, a toned and slim body, a perfect tan etc. Why can’t women, instead of striving for perfection, just accept that we are all different – individuals and perfect in our own way! That is what inspired us to make this project.

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Concept

A beauty brand that accepts and celebrates all kinds of women, no matter size, shape, skincolor etc. The goal is to give a feeling of self-assurance and acceptance of who we are, and what we are born with. We need to embrace ourselves, and dare to stand out from the rest.

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Name

Eminem  (latin)

Meaning: to stand out, be remarkable

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Packaging

As the products should reflect the many different types of women (age, bodytype, skincolor, etc.) the packaging needs to be simple and minimalistic so that as many women as possible can reflect themselves in the products and not yet again feel they should fit into another unrealistic ideal. The women who use the products should be defined by themselves – not the products.