Hong Kong department store Lane Crawford has given its beauty brand Facesss a whole new look and direction.

Facesss, with stores in Admiralty and Harbour City has been given a makeover by independent creative consultancy Constant aimed at appealing to millennials and a more diverse local audience.

Constant said until now Facesss has been a popular beauty destination, catering to a myriad of different demographics, but it lacked a strong voice of its own.

The consultancy took a roots to branch approach, focusing on the in-store shopping experience, branding and location within Lane Crawford. Staff uniforms were redesigned and a new in-store music soundtrack compiled, and a new mobile app developed.

“Since Facesss allows everyone to discover the beauty that works for them, we wanted to hero individualism and self-expression across the communication strategy”, Tem Hansen, partner & strategy director said.

“We see the beginning of that in the identity and tone of voice, but it will be explored further in the next phase of the brand development.”

While Facesss now has a new logo, the Constant team took pains to retain “the most definable assets” of the brand.

“Starting from the logo, the new branding came naturally as we expanded with more geometric shapes and a series of patterns that allows the identity to both be fluid and recognisable across all platforms,” explains Tim Ho, Constant partner and creative director.

“You see that strongest in the animated GIFs that are used across both LED panels and on social media channels.”