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Perma Blend: Refreshing A Leading Global Permanent Make-Up Brand

Perma Blend is a line of permanent make-up (PMU) pigments and after-care products. Launched in 2014, it has quickly grown to become the global leader in permanent make-up. However, the brand had not strategically or visually been refreshed since launch. The brand’s key target audiences include the PMU artist, clients of PMU artists as well as distributors who provide PMU supplies to businesses and academies.

Perma Blend was seeking a full-service brand building agency to be its partner in an initial program to refresh brand strategy elements and visual identity. This would be the first step to ensure a strong brand foundation with which to establish consistency, solidify a core value proposition, raise the quality of awareness as well as increase engagement and drive consideration for Perma Blend products.

Trajectory was initially engaged to update all brand strategy components for the brand’s B2B and B2C audiences – story, positioning, elevator pitch, tone of voice and messaging – as well as a logo refresh.

Our engagement was then expanded to include surrounding visual identity system, design and development of new website (including new content), videos and photo shoots, packaging graphics (bottles and secondary packaging), brand guidelines, social channels, etc.

In the words of Perma Blend Brand Director client – Trajectory’s professionalism and commitment to our company and brand has gone above and beyond. They’ve been an extended part of our team and we wouldn’t have achieved all that we have without their collaboration. We are confident Trajectory’s work will clearly establish our leadership in the global permanent cosmetics market.


  • Audience, Competitor/Role Model & Brand Reviews
  • White Space Opportunities Report
  • Mission, Brand Story, Unifying Brand Idea
  • Voice & Positioning
  • Brand Messaging Matrix
  • Logo & Visual Identity System
  • New Website
  • Videos
  • Photo Shoots
  • Packaging Graphics
  • Brand Guidelines
Brand Story
Possibilities. Everybody sees them and wants them. That's why people come to permanent makeup artists, because with every stroke, blend and touch – they turn possibilities into true results…
True to your art. True to your clients. True to you.
I’ve been very impressed with Trajectory since Day One. As a client, I felt supported and heard, which is extremely important to me. Every member of the agency handled each stage of our brand refresh in a professional manner and no detail was too small. One of their strengths is communication – our conversations are open, honest and fruitful. I would never want to work with another agency… Trajectory all the way!!

Brand Director, Perma Blend