Philosophical Direction

Organic
Natural
Experiential
Spiritual
Alive (vivid / fresh)
Well being
Charming / Alluring
Subtle
Sincere
Honesty

In essence, the extension brand is forming into a side label which perhaps is more of a lifestyle brand than a beauty product label.

The drive behind the label is perhaps to offer the consumer the possibility of interacting or 'consuming' a product that affords an alternative type of beauty - a beauty that radiates from within and not from the process of application - because appliation is a process which also allows for removal of the applied product, but an experience is something which is irrevocable - it is permanent, and so there is shift from what your eyes see to what your self feels - which may be a very nice way of introducing a new facet to the company and offering Deborah a more wholistic, trusted and enriched identity as a 'beauty' brand.