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 Fran?ois 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
Franois Nars Inspirations The artistic worlds and muses that inspired Nars Publications Art books showing the brand's identity and emotional discourse Interview Fran?ois 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
This month we introduce Nars, a cosmetics brand launched by French makeup artist Fran?ois 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.
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