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Blank is a new makeup brand launched with the concept of Uncovered Beauty, meaning proudly showing your flaws rather than covering them up. Blank means a space left empty and the symbol [ ] is used to show that the brand adds an edge to one's own style in the blank state, eptied of everything unnecessary. Three key terms distinguish the brand: neutral, modern, and chic. The designs range from B.I, color, and packaging to brand video, emphasizing the consistency of the visual brand identity. With the new concept embracing both a chic style and human warmth, Blank is developing content and an emotional story to connect with millennials.