Patricia de León has launched PDL Cosmetics in partnership with School House, the New York-based creative agency, which helped to develop the brand's core strategy and identity.
PDL Cosmetics is a cruelty-free and vegan line of lip products comprising lipstick, liquid lipstick and lip gloss that are reportedly "transfer-proof."
The brand's identity encompasses the positive energy of de León and with that, the brand strategy was built on the sentiment that makeup can unlock personal potential. PDL's brand line "You, Unlimited." speaks to this power of individuals when they feel and are positive.
School House worked with the independent brand on a full-scale identity, encompassing positioning, vocal identity, visual identity, art direction, website design and content creation.
PDL Cosmetics' packaging design by School House celebrates positivity and potential in its inaugural strategy and visual branding. At the heart of the brand's visual identity is the power of emotion featuring the iconography of a butterfly-orchid hybrid, the state flower of de León's native Panama.
De León said, "I created PDL Cosmetics because I have learned throughout my life, career and work with others, that beauty can be positively life changing. The empowering feeling one gets when they put on a great lipstick or lip gloss is why my brand was born to encourage confidence and motivation for all. I am thrilled to be working with the wonderful team at School House who share my passion for the transformational power of color which is reflected in my brand."
School House art director, Irmand Trujillo, said, "Emotion played an important role in the art direction of the brand. We had a desire to create iconic images and visual experiences that match PDL's ethos to create a world of products that consider and work for Latin people."
Trujillo added, "The color palette was a core part of our brand work with PDL. We were inspired by the colors, ingredients, and architecture of Latin culture to create this vibrant, highly-saturated world."
Trujillo concluded, "We are looking forward to the next steps and future growth of this bold, proud brand. We are thrilled, as an agency with significant roots and representation within the Latin community, to help build a visual and brand identify that so boldly champions the Latin spirit."
School House founder and principal, Christopher Skinner, said, "School House was thrilled to partner with PDL cosmetics to build and consider their launch strategy at such a complex time. We wanted to celebrate a beauty line where Patricia's voice is front and center. PDL Cosmetics, like Patricia herself, unapologetically owns its power and is dedicated to helping all women aspire and persevere. The brand is Patricia and her audiences' journey, together."
Ingredients (Bold Aspirations Liquid Lipstick, Azucar Morena– Cool Neutral Rose): Isododecane, Bis-Hydroxylauryl Dimethicone/IPDI Copolymer, Tridecyl Trimellitate, Trimethylsiloxysilicate, Disteardimonium Hectorite, Silica Dimethyl Silylate, Silica, Dimethicone/Vinyl Dimethicone Crosspolymer, Tocopherol, Ethylhexylglycerin, Caprylyl Glycol, Triethoxycaprylylsilane, Aroma (Flavor), Cyclopentasiloxane, Octyldodecanol, PEG/PPG-18/18 Dimethicone, Propylene Carbonate, Benzyl Alcohol, Benzyl Benzoate, Benzyl Cinnamate, CI 77491/77492/77499 (Iron Oxides), CI 15850 (Red 7 Lake), CI 77891 (Titanium Dioxide).