(Est. 2014) “TYRA beauty is not just a cosmetics line. It’s a COSMETICS EXPERIENCE! And it’s all wrapped up in BEAUTYTAINMENT—where beauty and entertainment collide. We preach and teach the power of tooching booties, strutting thighs, posing tips, and smizing eyes. We make you look and feel more beautiful than you ever thought possible! With my beauty secrets and secret beauty weapons, this cosmetics experience is all about Beauty. Business. Badassery.”
Red Antler (Brooklyn, NY)
Tyra and her team challenged us to come up with the "Tyra's gonna think I'm crazy but…" idea. This mantra guided our creative process as we strove to shock Tyra and shake up the beauty industry. The chosen direction was inspired by Tyra's signature Smize — smiling with your eyes.
Images (opinion after)
Yeah… this is, like, totally cray-cray and I feel as if I want to hate it. But it's Tyra. Someone who's built a brand around this quirky and completely-out-there personality. Judging from the quote above it also seems that Red Antler was pushed to push the envelope. The eye-infused "TYRA" wordmark is not pleasant to look at, at all. As a logo it's quite terrible, to be honest, but as an entry point into this bizarro world of made-up words ("Smize"), cringe-worthy grammar ("Smack my Fat Lash"), downpour of glitter and gold, and all other kinds of Tyra-ness, it's obviously perfect. I don't have to like it because I am not the target audience and I have the feeling whoever that audience happens to be is loving the smize out of this.