About Faces - Redefining beauty
As About Faces sought to attract a younger clientele, there was an opportunity to organically participate in the self-love and self acceptance movements. About Faces exists to help women recognize their own beauty. So, by shifting the focus from a "look" to a feeling, the standard of beauty shifted, too. It became more down-to-earth, attainable, and relatable. This shift in tone attracted the desired younger clientele.