DEEP: Skincare for the Melanated
2020
Identity and service design for a skincare + dermatologist repository catered towards dark-skinned consumersCollaborators
Molly Mills, Jillian Tyler
Project overview
DEEP is a group-curated project that aims to shift the way skincare is advertised within the oversaturated market. DEEP aims to center dark and sensitive skin in the narrative by catering directly to the demographic.Process Book ︎︎︎
Deliverables
Promotional Material
Website
Retail Store
Research
A key takeaway from our literature review was that colorism is evident through dermatologist practices. Within the skincare market, there is the additional issue of messaging that often exploits insecurities and gendered standards.This harmful messaging has become the face of the entire industry, often invalidating those who need genuine treatment.
Primary issues with the skincare industry
Exclusionary Market
Harmful Messaging
Overwhelming and Difficult to Navigate
Visual Explorations
Final Visual Identity
The “bump” motif is influenced by normalizing skin conditions in deeper skin tones, while the extensive color palette was created to relay gender-neutrality.
The social media campaigns are a crucial part of outreach and raising awareness and educating people on skin disorders on darker skin.
The retail store is a physical embodiment of the DEEP experience, making skincare accessible and easier to navigate.
