NOT YOUR DAUGHTER’S
What happens when you mix Lip Smackers nostalgia with modern skincare science? You get NOT YOUR DAUGHTER’S, an imaginary product line dreamt up by HIYA MARIANNE and Mintoiro.
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.
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
Concept / Creative Direction / Photography: HIYA MARIANNE
Packaging design: Mintoiro
Poster concepts: collaboration