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Crayola it up

13 June 2018 Natasha Joseph

How to you tack on to a lost generation of waxy doodlers? Get into face painting.

I remember there was nothing quite like receiving a fresh pack of Crayola. Each time my dad made it back from a work trip he’d have a new stash ready for me to dive into.

It was a different range each time – you’d always start with the regular rainbow, then move on to the luminescent highlighter range or even…… glitter infused palettes (!!).

The total upside – a slightly toxic waxy freshness would greet you as you opened a new box. It was a welcome sense of excitement ready for experimentation and play.

The downside – there was nothing like a broken Crayola, it made my heart sink each time. This was the reason I hid every box from my little brother, he was Godzilla with crayons – no one was safe. Thankfully, a new pack would arrive a few weeks later and all would be well again.

For those who are less acquainted with Crayola, the closest comparison I can think of is Top Trumps at its peak – you just had to have it. If possible a new one every week.

What’s ingenious about this move from Crayola is that they’ve managed to tap into the childlike enthusiasm of a ‘retired’ group of 5-12 year olds who are now in their 20s – 30s.

What better way to reignite a youthful fascination for colour and experimentation than with make-up.

A tired almost forgotten brand to this generation, once for use on paper or walls (or whatever was available) and clearly marked ‘do not consume’, is now ready for use on your face.

If ever there was an example for re-invention, this would be on my list of top picks.

I will be obsessing slightly over the next few weeks. #facepaintingwithCrayola

Heavenly Brand Agency - Image credit: ASOS
Image credit: ASOS
Heavenly Brand Agency - Image credit: ASOS
Image credit: ASOS
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