The use of humor in marketing is nothing new, but in the beauty category, it is an increasingly serious business. While all kinds of brands, from cars to candy bars, have been trying to tickle consumers into buying for years, beauty brands always kept a straight face, as though looking good was nothing to joke about. These days, though, things are changing, reflecting Millennial attitudes born of the backlash against airbrushing, objectification and unattainable body image. Additional factors are the emergence of challenger brands, taking on the might of the big beauty houses, and the broadening of the consumer base, with such previously niche segments as male grooming becoming mainstream.

In the context of beauty, traditionally selling the notions of exclusivity and glamour was how you grew, with brands combining visual cues like hot-stamping and high-gloss materials to create premium pieces of packaging. That was then. With the new mood demanding authenticity, and the transparency of the digital revolution, design that successfully resonates with today’s consumers reflects a different set of values.

Benefit Cosmetics is perhaps one of the most recognized beauty brands when it comes to championing this; utilizing a fanciful and evocative illustrative style and bold typography reflects their eccentric attitude. Products such as ‘Yes They’re Real’ mascara challenge our cynicism about the unobtainable fantasies peddled by celebrity-endorsed premium brands, as well as underlining their natural ingredients.

Glossier is another brand whose design ethos shows their playful personality. This is brought to life on pack with the use of emoji-like decals that are supplied with products. The use of emojis has not only given the brand a new digital language to engage with, but the sticker format allows consumers to personalize their products, to emphasise that beauty routines are a matter of individual choice.

Humor’s ability to relax and reassure has been key when pitching products aimed toward men, an audience that traditionally saw this sector with a fairly foreign view. When Kiehl’s launched their male grooming line, humor enabled them to address the tension between men and personal care, flipping the traditional emotionally charged hooks of copy used to speak to their female fans.

Taking a light-hearted swipe at male self-image, products such as ‘Heavy Lifting Facial Fuel’ and ‘Ultimate Man Body Scrub’ leave us no doubt that beauty is no laughing matter for men who take their masculinity seriously.

Ted Baker also links its male grooming range to a traditional men’s world, using the analogy of garden tools to depict their line-up of products, which includes body and hair wash, deodorant and body spray, as well as fragrances. The range also incorporates a boxed set—Ted’s Tool Kit—that looks like a garden shed.

The increasing use of humor by beauty brands reflects a trend to demystify the category, and make it more accessible to consumers beyond its traditional core, notably men—and to bring it more into line with modern Millennial values. The glossy imagery and celebrity endorsements traditionally favored by the big beauty brands still have their place. There is a growing market, however, for alternative approaches, and a philosophy of real beauty, championed by brands such as Dove. Humor is at the heart of this philosophy and, if handled with care, it can give a brand a lot more soul. At Echo, we have a design philosophy—Madness, Magic and Meaning—which helps brands find their funny, without it getting beyond a joke.

About the author:

Nick Dormon is managing director and strategy director at Echo Brand Design.