Target: Gen Z female/male etc. (doesn’t matter because it’s 2020). They range from high school to college. The cool girl, minus the cliché horrible personality. A night owl. A good person with better skin. If they wear make up, it’s gonna be glitter and glossier balm dot com.

Insight: A cool person in 2020 isn’t grunged out or overdone. They’re chill, they love to laugh, and go out in a non-performative way (because it’s fun!). They’re very real. They know exactly who they are, and people gravitate towards that.

Key Message: bdhd isn’t fussy or overdone.

Partner: Morgan Willett

Product Rebrand

Point of Purchase