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The 2013 Beauty Packaging Identity Trends

By: Aniko Hill
Posted: August 26, 2013, from the September 2013 issue of GCI Magazine.
Estée Lauder’s Bronze Goddess Powder Bronzer compact and secondary packaging box

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Bumble & Bumble uses alternate typography at the root of its brand, with an expressive, handmade looking logo and fonts on almost all their products. In one of its newer products, Sumo Wax, the brand uses Japanese-inspired characters in a vertical configuration to create the unique packaging identity for the product. Bath & Body Works has also employed the use of alternate typography in some of its newer scents, with the Pink Chiffon and Carried Away fragrance collections both utilizing funky typography styles that feel like a handwritten note or scrapbook.

Other brands are using alternate typography with accompanying doodles to give the overall package design look even more personality. The Guerlain La Petite Robe Noire gift set has handwritten cursive typography all over the front panel, with illustrative doodles of a woman, ruffles and a building coming together in a unique design. Also, Lancôme’s Show collection by Alber Elbaz uses handmade sketchy illustration and typography to give the packaging a sense of personality while referencing the designer’s personal touch.

Following Trends Thoughtfully

As in any consumer market, beauty packaging is susceptible to trends taking place in the industry. Sometimes it’s clear that the brand is intentionally following a trend with a seasonal or limited product offering, while other times a brand’s identity falls into a trend even if the package design authentically reflects a brand’s core identity.

It’s important to remember that analyzing and understanding trends is necessary for staying current and informed, but can also be detrimental to standing out in a crowded marketplace if followed blindly. The best brands stand for a big idea and reflect the company’s personality while effectively conveying the product’s properties and benefits. Some trends can simply be fads that come and go quickly, while others endure the test of time and become visual styles with staying power. It is up to you to figure out what is best for your brand.

Aniko Hill is the creative director of The Kitchen Collaborative, which she founded with a determination to innovate the traditional creative business methodology. Her distinct creative and professional vision has produced award-winning work with quantifiable results for clients in categories including health & beauty, fashion, home products and pet care. Her work creating premium lifestyle brands for the sophisticated female market has been featured in top industry publications such as Print, CPC Packaging, and HOW magazines. Hill is also an expert editorial contributor, writing for trade publications such as GCI, Package Design and Beauty Packaging magazines. Graphic Design USA recognized Hill as one of the People to Watch in 2008.