Optima Cosmetics

Research into the typeface Optima found its heavy use in the cosmetic industry as the display face of choice. This common use within an industry lead to the appropriation and parody of the Maybelline slogan “Maybe she’s born with it, maybe it’s Maybelline” and influenced the pink only color scheme.

The font can also be found on the Vietnam Veterans Memorial, was used by the John McCain Campaign of 2008 and by Aston Martin.

Optima Cosmetics by Andrew McConville.
Optima Cosmetics.
Optima Cosmetics detail by Andrew McConville.
Optima Cosmetics detail.

Instructor: Bethany Armstrong

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