While trying to understand how to create Viana HD’s brand voice, we needed to make sure we understood problems that Sri Lankan women face. We realised that there were some shared pain points between each person in pur target audience like limited availability for various skin types and shaade ranges, lack of products that adapt to their dynamic lifestyle, inconsistent product quality and longevity etc.

While there are so many options of makeup brands in Sri Lanka for the TG, none of them openly talk about embracing and enhancing their natural beauty, skin tone (whether the TG is dark or light skinned) and textures.

Our main insight is that regardless of how or what a Sri Lankan woman might look like or feel about themselves, society will always have an ‘opinion’ of what beautiful needs to specifically look like.

This showed us that VIANA HD targets and fixes a lot of these pain points through their products So we wanted to make sure we position VIANA HD as a brand that understands these problems and solve for it.