Nellie Veltman, Marketing and Development Director at Echo05.10.18
What is the role of beauty packaging in a refreshed landscape that champions subjective and individual beauty?
One of the biggest and most exciting shifts to hit the beauty world is the embracing of individuality, diversity and our own personal sense of what beauty means to us. So what does this mean for packaging design?
Recently, model Emily Ratajowski wrote on Instagram in response to a photo-shopped and altered image of herself: “Everyone is uniquely beautiful in their own ways. We all have insecurities about the things that make us different from a typical ideal of beauty. I hope the fashion industry will finally learn to stop trying to stifle the things that make us unique and instead begin to celebrate individuality.” And it seems that the influential brands are doing just that.
We are beginning to see the world of brand communications celebrate this sense of distinction and selfdom. Over-manipulated, photo-shopped and overworked imagery has been swapped for the creation of natural, raw and unaltered images. Photographer Hedvig Jenning is being commiss
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