What happens when you mix Lip Smackers nostalgia with modern skincare science? You get NOT YOUR DAUGHTER’S (yes, obviously it’s a tongue-in-cheek-counter to that other brand 🤭).
This is one of four fictional brand concepts I created as part of a collaboration with packaging designer Jennifer Carlsson.
The goal was to imagine how retro aesthetics could meet emotional intelligence and brand strategy when building products and stories for one of the most overlooked audiences in wellness: Gen X women.
Because while most beauty branding still fixates on youth, I wanted to explore what it would look like to design for the women who actually run the world, and buy most of its skincare in a more fun way than the usual fade to middle-age beige.
The audience insight:
We built the concept around Gen X and Xennial women (40–60) who…
- grew up with CK One, body glitter, and caboodles
- now want balance, hydration, and hormone support
- have disposable income and sharp taste, but are tired of sterile ‘anti-aging’ marketing
- still love colour, scent, and humour and want to feel seen, not erased
- crave brands that understand their nostalgia, intelligence, and search for joy
The concept:
NOT YOUR DAUGHTER’S is a nostalgic, and colourful self-care brand that says: You grew up. So did your body spray.
For this project, we focused on one hero product, a body mist that smells incredible and supports skin, mood, and hormones through real ingredients and playful design. A grown-up glow-up for your teenage dreams.
The brands may be fictional, but the research and insight are real. There will be more to come from this collab, but I hope you enjoy this first teaser drop back into your teenage bedroom.
Concept, creative direction & photography: HIYA MARIANNE
Packaging design: MINTOIRO
Poster concepts: collaboration
Taglines we loved:
🩵 You grew up. So did your body spray.
💖 Not your daughter’s (but she’s gonna ask for it).
💜 From Lip Smackers to retinol: a coming-of-age story.
Want help bringing something like this to life for your brand?
I can bring creative direction to help you develop your brand or product, as well as create still life photography and campaign visuals that are colourful, beautifully human, and emotionally intelligent. Let’s make your next shoot feel like a messy bedroom, a good cry, a friendship bracelet, and a dopamine hit all at once.