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Case Study: Rebranding a Cosmetics Line

By: Aniko Hill
Posted: July 31, 2009, from the August 2009 issue of GCI Magazine.
Makeup Designory (MUD)

Since branding is simply the public’s perception of a product or service, it is natural for a brand to change in time as the market or company evolves—or if the overall culture transforms. The decision-makers at MUD understood this concept before any work began.

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“The new iconic treatment mark allowed us to fully embrace our name in moving forward with the new brand,” says Holland.

Consistent Execution

A successful brand campaign is consistent through all brand touch points—whether a customer is using a product, talking to a service representative or making a purchase on a Web site. Packaging, copywriting, printed collateral, Web sites, environments and photography style must have a consistent voice and tone for a brand campaign to work in harmony.

Integrating MUD’s current primary packaging seamlessly was one of the main challenges in redesigning its packaging. The final solution maintained the MUD gray—which, when used alone, was very similar to competitors, but presented the new educational positioning in a unique package experience when used in conjunction with diagrammatic illustrations and instructive product copy. Clever production concepts—such as inserts, sliding boxes and die cuts—were also explored. “We were fortunate that we were able to maintain the gray, which allowed for an easier introduction of new packaging,” says Holland. “It was easier to integrate the new packaging with our [retail partners].”

In order to further ensure simplicity for the busy lifestyles of target MUD consumers, the line was divided into easy-to-follow categories, such as Face and Eyes, and each product grouping was color-coded for fast recognition on the shelf. The accent element in the logo became a flexible part of the identity that would change when used on different product categories.

The corporate and product brochures utilized the subtle diagrammatic illustrations from the packaging in conjunction with professional tips and tricks, “get this look” instructions and high-design die cuts created to teach the consumer about makeup and for an interactive experience. Authentic, emotional close-up photography of models representing real women created an approachable lifestyle feel, contrasting airbrushed models shown commonly used in the category.