My Party Gal
In 2018, WHAM worked with Watsons China to re-invigorate its own-brand makeup range, My Party Gal. By mirroring the attitudes of My Party Gal’s consumer base of Gen-Z ‘rebellious princesses’, WHAM reinvented the brand’s identity around a single idea: ‘Our life. Our rules. Our looks.’
The idea gave rise to a new, high-impact design code, a bolder, more confrontational tone-of-voice and packaging for an extended range that, for the first time, included perfume.
Behind the Scenes