by Shawn Binder on 09/19/2019 | 3 Minute Read   To launch a skincare line in today’s oversaturated beauty market, you need to be confident that your target demographic will be on board. With the launch of Plenaire, a new UK-based brand, they’ve gone to the source, working closely with a Gen-Z focus-group that likely helped shaped HBO’s Euphoria as well?   The goal was to create a direct-to-consumer brand that spoke to a younger audience seeking out accessible luxury.     The packaging for the line they developed with the help of design firm Pentagram skews minimal, with the tubes light, pastel-pink and signature lilac (named ‘Cresyl’ after the purple histological stain cresyl violet) with small particles to add a layer of texture. Minimalist, yet striking enough to work into your “shelfies,” the design of Plenaire comes elevated without being overly flashy. Their online presence is also minimalist and inclusive, as any brand speaking to Gen Z should be.   “Plenaire’s typeface is a custom version of La Nord," Pentagram wrote of the project. "The sans serif was named after a beach on the coast of southern France, which is known, ‘both for its relentless surge as well as its fragile nature,’ and the typeface captures this through the contrasting weight of its strokes.”   In terms of the line of products and the particles that appear on each package to give a sense of rawness, they said “each product is associated with one of three essential skincare routines; that cleanse, relax and energize. These three functions are represented by a pattern of particle densities.”     Plenaire, whose name comes from the French phrase “open-air,” was developed by Namrata Nayyar-Kamdar; who is veteran in the cosmetics industry with over 16 years of experience in managing and developing personal care and beauty brands with global cosmetics giant Unilever. Plenaire hopes to help redefine how we see “clean beauty.”   The current lineup includes eight products: Rose Jelly makeup remover, a 3-in-1 exfoliating clay dubbed Tripler, hydrating mask Skin Frosting, and moisturizing gel and Violet Paste blemish treatment Droplet, all of which are available to purchase online now. Daily Airy foaming cleanser, exfoliating skin tonic Brightening Elixir, and Vapour, a mist, will release shortly, so everyone get their credit cards ready.     When Plenaire approached Pentagram, they turned to a Gen-Z focus group to zero in on how their product would stand out from other brands who promote clean skincare. They noted that what brands were doing wrong was that they lacked sustainability components. Plenaire doubled-down, and as a result, the products arrive in packaging that’s recyclable, biodegradable, and BPA-free. This includes everything from the bottle caps to the cardboard cartons.   To go the extra mile, Plenaire is working closely with recycling juggernaut TerraCycle to roll out a Closed Loop Recycling partnership in the UK. This means that anyone who purchases Plenaire will eventually have the option to recycle in stores or at a designated drop-off location.   With Plenaire joining the ranks of sustainable beauty brands, and focus-group founded research proving that Gen-Z cares about the brand’s level of environmental impact, the writing is on the wall. If beauty brands want to survive the rise of competition, they’ll need to adapt or get left behind.