NGS was started by Andrew Glass after he became frustrated at the segmentation within the beauty industry whilst working for a men's skincare brand. He was also frustrated with the amount of products needed for an effective skincare routine, so started to create a brand for everyone, with no gender boundaries and products that cover a wide range of skin concerns and deliver exceptional results. NGS promotes less consumers waste by creating multi-functional products so you don't need multiple products in your skincare routine. NGS prides itself on being a brand for all humans.
non gender specific. (2018). Our Story. [online] Available at: https://www.nongenderspecific.com/our-story/ [Accessed 28 Oct. 2018].
Branding:
The branding for NGS is very simple and draws inspiration from the scientific and ingredients focus nature of its main product (see figures 1-2). The use of black and white throughout website (see figures 3-4) eliminates gender associations through colour. Furthermore the simple, clean and clinical aspects of the website further add to the lack of gender association within the branding, whilst still creating a professional and luxury feel to the site. The use of a slim modern sans serif typeface further adds to the simplicity and modern aesthetic (see figure 3). In addition the scientific inspired aesthetic of the branding adds authenticity as well as adding to the gender neutral aesthetic due to its clinical nature.
This clinical and scientific inspired approach to branding seems to be used throughout a lot of gender neutral skincare brands due to the authenticity it creates, however I think it can become repetitive and loose impact on the consumer as they become used to seeing skincare in the same way. Furthermore although the lack of colour helps eliminate gender associations it can also lack shelf impact if the design is too simple.
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| Figure 1 |
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| Figure 2 |
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| Figure 3 |
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| Figure 4 |
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