Karen Murrell didn't have a problem, they had a dream. They'd already developed an incredible, long lasting lipstick made from 100% natural ingredients. Think avocado oil and candelilla wax. Now they wanted to push the look for their staple of 20 colours into something fresh, while maintaing a link to their previous brand. It was imperative that the brand remain recognisable in their preferred markets; namely China and Australia.