02 Intro

12 Publisher's Note

16 Comments
Impressions and reviews about Nas collected from SNS

20 Shops
Flagship store that demonstrates consistency in brand language

24 Opinions
Jeong Hwa-kyung, managing director of the Shinsegae Department Store's Funder Shop

28 Lineup
Identity
The NAS product line revealed within flexible classification criteria
free-spirited identity

34 User Choice
Attraction
Factors Influencing Cosmetic Product Purchases and Brand Selection

40 Opinions
Makeup artist Go Won-hye

44 Market
Base Makeup
Base group with strong traditional cosmetic brands
Color Makeup
A color palette that clearly reveals the brand's character

48 Inner Space
Aesthetics
The unique language of the product derived from the founder's aesthetic sense

56 Opinion
Kang Joo-yeon, editor-in-chief of fashion magazine Elle Korea

60 View
Self-expression
How NARS users express their own beauty

74 Backstage
Nas shines backstage at a fashion show

82 Brand Story
Born from the artistic inspiration of a makeup artist
History of Nas

90 Campaign History
Nars' campaign visuals break away from conventional methods and models.

94 Quotes
Founder François Nars' makeup and brand philosophy

96 Headquarters
Interview
CEO Louis Desazar
Global Lead Makeup Stylist Sada Ito
Office
Sketch of Nars New York headquarters

100 Francois Nars
Inspirations
The Art World and Muses That Inspired Nas
Publications
An art book that showcases brand identity and emotional language.
Interview
Founder and Creative Director François Nars
Fabien Baron, director of creative agency Baron & Baron

112 Figures
Numbers that speak to Nas's sensibility and industrial value

114 From the Editor in Chief
The editor-in-chief explains Nas' core values.

116 Outro

Magazine <B> is an ad-free monthly magazine that introduces one well-balanced brand from around the world each month, discovered from JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business ventures to those seeking to develop a sense of branding.

The brand we are introducing this time is Nars, a color cosmetics brand launched in New York in 1994 by French male makeup artist François Nars.
This brand is favored by many professional makeup artists for its strong, distinctive colors and simple designs, and is also loved by women who aspire to that image.
The packaging design, created through a consistent partnership with his design partner Fabien Baron, also creates a very strong, unique image with its matte black finish identity.
Their fresh perspective on 'true beauty' is also noteworthy, as they boldly choose Black or older models as their muses, rather than young white female models.
Nars, which was completed from the founder's subjective perspective, has become a brand that is loved by a small number of consumers who dream of becoming professionals rather than the general public, and that expresses the image of a confident and sexy woman.
To build a great brand, the most important thing is not difficult brand knowledge, but the effort to become a professional in even a small and narrow field, and the confident attitude of loving yourself for that.
Then you will naturally meet a great friend like Fabien Baron.
We hope you can feel the intense charm of François Nars in this issue, which was created by visiting him on his private island in the South Pacific and interviewing him directly.