ALL GROWN UP
What happens when you take the emotional intensity of girlhood and let it grow up properly? You get ALL GROWN UP, an imaginary product line dreamt up by HIYA MARIANNE and Mintoiro.
ALL GROWN UP is built for the women who still get butterflies when they hear the opening chords of a song from 1994. Who journaled their way through every crush, wore glitter gel like armour, and now know the power of magnesium, scalp oil, and boundaries. The women who didn’t outgrow fun, they just outgrew nonsense.
Audience insight:
ALL GROWN UP was developed with Gen X and Millennial women (late 30s to 50s) in mind who…
- are done with beige, and want colour back in their lives
- grew up on CK One, teen magazines, and bedroom floor feelings
- now want products that actually work for grown-up bodies and lives
- crave sensory, tactile experiences that feel comforting and alive
- want brands that speak to them with intelligence, warmth, and humour
Concept / Creative Direction / Photography: HIYA MARIANNE
Packaging design: Mintoiro
Poster concepts: collaboration