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Kosas · Case Study · Multistick Product + Shade Naming
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Kosas needed a name for a multipurpose lip and cheek stick, built on the idea that painting your face is just like painting a portrait. They didn’t look like blush colors you find at other brands, instead leaning on brownish pigments inspired by Renaissance paintings.
I started with a list of art and art-history names—Color Theory, Still Life, Impressionist, Prism, Plein Air—but was mostly drawn to the multistick’s muddy tones. On the skin, they don’t look like a bright pop of blush but more like a flush of color that comes from within. Which brought me to a batch of shade names that call on body heat: Sunned, Flattered, Teased, Kissed, Sparks.
I proposed the name Heat Stick. Color in the face is a sign of warmth: That’s what painters are trying to reveal, aliveness through heat. The client went with Impressionist Multistick—a more direct tie-in to the art history direction of the brief, “Impressionist” included in my full brainstorm list.