Standard Black LA NY

Creative Direction / Production

For the past few years, Standard Black has partnered with Physicians Formula for an elevated rebrand and campaign that explores the healthier side of the growing masstige beauty market.

Since 1937, the brand has continued to innovate with cosmetics that treat skin better. With this in mind, we’ve crafted imagery that puts beautiful, healthy skin on display and shows the product in still-life that makes it covetable and elite. No longer just thought of as a drugstore staple, Physicians Formula and Standard Black are showing the beauty industry how heritage brands can stay with the times.

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