This month we introduce Nars, a cosmetics brand launched by French makeup artist Francois Nars in New York in 1994. The simply designed, but vividly pigmented, cosmetic brand is loved by many professional makeup artists and women who admire the images that the brand suggests. Nars has maintained a long partnership with Fabien Baron, who designed the matte black packaging that forms a large part of the brand’s strong identity. Also, Nars has been breaking away from trends in choosing models and made unconventional choices to suggest authentic feminine beauty. Inspired by its founder, Nars has become known as a brand loved primarily by consumers who want to project a professional air, and as one that represents confident, sexy women.
Strength and clarity of expression make a person seem more confident and powerful, and I dream of a brand with the same sort of strength. If a bottle of water or juice from a specific brand successfully represents a particular individual’s unique fantasy, then the brand has accomplished its goal. I’m certain that if a brand is founded on professionalism, and consistently maintains the level of quality, it will win the hearts of those who appreciate the same values. A good brand will most likely be created by highly confident professionals.