CPG Positioning
Launch Ideation
It all begins with a moodboard.
IRL CONCEALER
IRL is a buildable, lightweight concealer that corrects skin concerns as it conceals.
Introducing our brand-new concealer that’s formulated to last. This is for the makeup stans who love creamy coverage that won’t feel too hot and heavy in humidity, but still need the balanced hydration that’s critical for day-to-day wear.
Live your best life in it, fall asleep wearing it. Better-for-you anytime, any place, any season - because that’s how makeup is supposed to be.
TLDR: We’ve upped the ante on the concealers you’re used to. Perfect for everyday use, wear it alone as a fully functioning base or pair it with Date Night to pinpoint any areas that need extra TLC.
➔ All customizable coverage, no cake? Yes, please.
➔ Formulated with the Youthforia skincare-first approach that you know and love. We’ll never sacrifice quality for performance, or vice versa.
➔ Corrects as it conceals - IRL helps address concerns like hyperpigmentation and dehydration.
➔ Delivers seamless blendability that melts into your skin, think texture sans patchiness.
➔ It’ll take you from Facetime to face-to-face. Created to look good up close and personal, IRL!
You’ll Love It Because…
➔ Created with skincare actives that address hyperpigmentation and blemishes.
➔ Phytoceramides improve skin’s hydration and appearance, and prevent flakiness.
➔ Nicotinic Acid (aka plant-derived Niacinamide, or Vitamin B3) minimizes pore appearance and improves skin’s surface structure.
➔ Plant-derived squalane locks in essential moisture.
Key Ingredients
Minimal Fluff, Maximum Benefits
➔ For packaging copy, focus on the main elements that make Youthforia’s formulations amazing - highlighting the “corrects as it conceals” and skincare benefits are key.
Product Visibility
➔ Just as the way your existing bottles are standout and straightforward, it’s time to let the product’s tones shine. The creaminess, the way the concealer complements Date Night’s existing shades…let’s bring that forth as clearly as possible.