The cosmetic brand Nars was founded in 1996 in New York by French makeup artist François Nars. At launch, the brand offered only 12 shades of lipstick, but the inimitable colors offered were an early demonstration of the brand’s strengths. Nars was also among the first to make unconventional choices of models for commercial beauty campaigns, boldly suggesting a new idea of feminine beauty.

Welcome to the 36th issue of B.

Many people have been drinking deep sea water or “glacial milk” for the beneficial nutrients they are supposed to contain. I once heard, however, that a single vitamin can do more for you than hundreds of bottles of water. Drinking lots of water is certainly good for your health, but—given the difficulty of distinguishing drinking water products by taste or effect—water seems to be one of the products most affected by branding. The same can be said of moisturizers and color makeup products. Functional lineups do have differences, but the differences are not easily recognizable. It’s easier for people to choose products based on the story of the brand, and that’s why the brand’s story is important.

Many fashion and car brands are recognized by consumers as things to be seen by other people. Products like makeup, however, are more influenced by how much the user themselves likes them, rather than how they will be viewed by others. Those products require a slightly different point of view to understand because brand choice for those products is more personal and often the result of an individual’s aspirations or a reflection of their self-love.

This month we introduce Nars, a cosmetics brand launched by French makeup artist François Nars in New York in 1994. The simply designed, but vividly pigmented, cosmetic brand is loved by many professional makeup artists and women who admire the images that the brand suggests. Nars has maintained a long partnership with Fabien Baron, who designed the matte black packaging that forms a large part of the brand’s strong identity. Also, Nars has been breaking away from trends in choosing models and made unconventional choices to suggest authentic feminine beauty. Inspired by its founder, Nars has become known as a brand loved primarily by consumers who want to project a professional air, and as one that represents confident, sexy women.

Strength and clarity of expression make a person seem more confident and powerful, and I dream of a brand with the same sort of strength. If a bottle of water or juice from a specific brand successfully represents a particular individual’s unique fantasy, then the brand has accomplished its goal. I’m certain that if a brand is founded on professionalism, and consistently maintains the level of quality, it will win the hearts of those who appreciate the same values. A good brand will most likely be created by highly confident professionals.

The most important elements to making a good brand are trying hard to become a professional in your field, however small it may be, and having the confidence to love yourself. If you do that, you will naturally meet a friend like Fabien Baron. For this issue, we were able to visit François Nars at his private island in the South Pacific. I hope our interview with him will help you understand the powerful charm of the Nars brand.

PublisherSuyong Joh

http://www.johsuyong.com

Intro


Publisher’s Note


Comments

Comments and reviews made by Nars users in social media


Shops

Nars flagship stores filled with the brand’s consistent language


Opinion

Hwakyung Chung, Vice President of Private Brand Division, Shinsegae Department Store


Lineup

Identity
The freewheeling identity of Nars products becomes apparent in the flexibility of their use


User Choice

Attraction
Factors affecting purchases and brand choices in cosmetics


Opinion

Wonhye Ko, makeup artist


Market

Base Makeup
The market for base makeup is dominated by traditional cosmetic brands

Color Makeup
Color makeup is where the individuality of different brands is dramatically revealed


Inner Space

Aesthetics
Nars’ brand language stems from the aesthetic sense of the founder


Opinion

Julia Juyeon Kang, editor in chief of Elle Korea


View

Self-Expression
Nars users express their beauty in their own ways


Backstage

Nars shines on the backstage of fashion shows


Brand Story

Nars was born out of the artistic inspirations of a makeup artist


Campaign History

Nars campaign images go beyond conventional stereotypes


Quotes

Founder François Nars’ philosophies on makeup and the brand


Headquarters

Interview
Louis Desazars, CEO of Nars Cosmetics Sada Ito, International Lead Makeup Stylist

office
Nars Headquarters at New York


François Nars

Inspirations
The artistic worlds and muses that inspired Nars

Publications
Art books showing the brand’s identity and emotional discourse

Interview
François Nars, Founder & Creative Director Fabien Baron, Creative Director at Baron & Baron


Figures

Figures revealing Nars’ sensibilities and commercial value


From the Editor in Chief

The Editor in Chief offers his observations on Nars’ core values


Outro



PUBLICATION RIGHT

Publisher
Suyong Joh

Editor In Chief
Taehyuk Choi

Issue Editor
Heeyoung Yoo

Senior Editor
Eunsung Park

Editor
Yunseong Jang, Bora Nam

Translation Editor
Heejean Kim

Translation
Hyunkyung Yoo, Rancy Kim, Seongae Yang, Soonok Hwang

Copy Editing
Eugene Larsen-Hallok

Proofreading
Ethan Clansky

Lead Designer
Younghyun Ok

Designer
Ayoon Jung

Film Designer
Sukwang Baak

Distribution
Nohseon Song

Correspondents
Mihye Nam (Tokyo), Nari Park (London), Jungho Lee (New York), Jeewon Lim (Milan), Hyeseon Jeong (Paris)

Publishing
JOH & Company

Printed in the Republic of Korea

ISBN
978-89-98415-74-7 03050

REFERENCES

About Face: Amazing Transformations Using the Secrets of the Top Celebrity Makeup Artist

Anna Bauer: Backstage

Classic Beauty: The History of Makeup

Beauty History Book

Official YouTube Account

Into The Gloss

Motu Tané Website