Agency: Pace Creative Group
SMAK makeup
Creative Direction, Package Design and UXUI: Gustavo Chams

The Project

Our team at the Pace Creative Group discussed the required steps to bring SMAK to life, a vegan, cruelty-free and natural lipstick brand without dirty secrets in the closet.

SMAK is for all the woman out there willing to vote with their wallet for more animal kindness and green beauty, without loosing the fun factor. Because let’s face it, wearing lipstick is sexy, even more so without the chemicals and animal testing. SMAK is a transparent brand openly communicating about what’s in the lipsticks and promoting more respect for animals and our planet.


Lunching a brand always requires a lot of preparation. In this specific case, an extra step needed to be consider: most customers are not aware that most known make up brands are currently using heavy metals and toxic substances in their lipsticks. Taking that in consideration, our main obstacle was be to be able the explain the higher price point while educating SMAK’s future customers about these health concerns.

Final Product

After an in depth marketing research was done, we identified key values amongst SMAK’s target audience: For SMAK’s Persona, beauty is more than lipsticks—It’s a state of mind that comes from within, a set of values that this target audience follows. This persona cares about health, green packaging, recyclability, cruelty free ingredients and ethical sourcing.

To match their expectations, we created a launch strategy that involved developing a package design that used seeded paper—which can be either recycled or planted, to be germinated into flowers; social media posts that were both engaging and educative; and a website landing page that would be later developed into a full website.

With our help, SMAK was able to be launched with success. The client was very happy with the results and their initial sales.