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Using Inventive Functionality; Design in Packaging So Beauty Brands Stand Out

By: Sandra Hutson
Posted: March 22, 2013, from the May 2013 issue of GCI Magazine.

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Consumers want products that are reliable, that are multi-functional and that save them time by being as efficient as possible. Consumers want to feel that the product is offering them a life solution as well as a cosmetic.

Lancôme's Absolu Voyage Complete Make-up Palette is a great example of practical functionality. Here, a sleek, elegant case was designed with two levels to satisfy the on-the-go consumer’s need for ultimate convenience. This luxury cosmetics kit features the latest “slide to open” technology. The case’s bottom level smoothly slides to the front and then to the side to reveal the complete color palette. The mirrored palette with high quality magnetic closure contains everything to make up eyes, cheeks and lips, ranging from lip gloss to eye pencil, mascara and powder.

The sliding case also comes with professional quality applicators, including sponge and brushes. The ABS SAN makeup case is rendered in a deep black color and features Lancôme’s emblematic rose in hot stamping, allowing the package to maintain the brand’s identity. This innovative design exceeds the expectation of the consumer for both performance and practicality by combining an elegant look with a fun, dual-level sliding system.

Besides more choices, more convenience and more value, today’s consumer is always looking for “new”—be it a new method of application, a new experience or a completely new look. The availability of information and inspiration at the consumer’s fingertips through social sites like Facebook and Pinterest has bred a desire for constant reinvention of the self. There is always a new idea that is prettier, a new style that is more exciting, and a new tip for what’s best, easiest and most effective. Careful, intuitive, and inventive packaging design has the ability to make a real impact on the consumer’s perception of a beauty product and to make it the newest, “must have,” most talked about item on the market.

Sandra Hutson is the sales and marketing director for Topline Products.