BITE Beauty
BITE Beauty is a line of lip products made entirely of raw, food-grade ingredients, including resveratrol, an antioxidant contained in red wine that promotes good health. BITE provides a micro-dose of antioxidants to help the body battle free radicals with each use. Bite is so healthy that you should enjoy it.
Unfortunately, organic lipstick and makeup brands have gained a reputation for having bad colors, limited wearability, and a distinct lack of sex appeal. We thought that the "organic" or "natural" angle was getting tired and wouldn't work as an engine for a new lip brand when Concrete was brought in by long-time client Susanne Lang Fragrance (SLF) to brand and launch this new beauty company.Since SLF was able to achieve vivid reds and plums with BITE, we positioned the brand as a great line – edgier, fresher – rather than an organic line.
BITE's strategic positioning, brand story, and branding were all generated by Concrete. An elegant, trendy, and sophisticated logo was developed. The fashionable lipstick caps, designed by EOOS in Vienna, represent the various ways women apply lipstick. These elements gave BITE open-shelf appeal, attracting shoppers who would then "discover" the product's exclusive organic qualities.
The line was an immediate hit when it debuted in 2012. LVMH, a French multinational luxury goods conglomerate, bought the company in 2015.