• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Paper Packaging on the Rise: Aesthetically Pleasing, Innovative and Eco-Friendly

    Why Airless Is the Answer for Packaging ‘Clean’ Formulas

    Love Grows for Tubes—for Hair Care, Skincare & Makeup

    Cosmoprof Bologna Review: A Bounty of Beauty

    The DNA of Sustainable Packaging at Aveda
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Guerlain's 'Secret' Archive—the World's 1st Lipstick, Perfume, & Nivea Jar

    Mary Kay Supports Ocean Conservation & Coral Reef Protection

    TerraCycle and Wrinkles Schminkles Announce Recycling Program

    Boots CFO Michael Snape Resigns

    Beiersdorf Shares Progress of Its Sustainability Agenda
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Paper Packaging on the Rise: Aesthetically Pleasing, Innovative and Eco-Friendly

    Why Airless Is the Answer for Packaging ‘Clean’ Formulas

    Love Grows for Tubes—for Hair Care, Skincare & Makeup

    Kate Spade Patterns Adorn Clinique's Packaging

    Albéa
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Guerlain's 'Secret' Archive—the World's 1st Lipstick, Perfume, & Nivea Jar

    Mary Kay Supports Ocean Conservation & Coral Reef Protection

    TerraCycle and Wrinkles Schminkles Announce Recycling Program

    Beiersdorf Shares Progress of Its Sustainability Agenda

    Paper Packaging on the Rise: Aesthetically Pleasing, Innovative and Eco-Friendly
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Paper Packaging on the Rise: Aesthetically Pleasing, Innovative and Eco-Friendly

    Aluminum Packaging for Cosmetics: Pros, Cons & Insights

    Metal & Metallized Packaging Shines in Our Latest Feature

    Beauty Brand Packaging Execs Share Sustainability Strategies

    The DNA of Sustainable Packaging at Aveda
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Why Airless Is the Answer for Packaging ‘Clean’ Formulas

    Love Grows for Tubes—for Hair Care, Skincare & Makeup

    Kate Spade Patterns Adorn Clinique's Packaging

    Packaging Insights from Apogee Development and Batallure Beauty

    Grove Collaborative's Sustainability Report Reveals New Plastic-Free Initiatives
    Top 20 Companies
    Amway

    Natura Cosméticos S.A.

    P&G

    L’Oréal

    Unilever
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Richmond Containers CTP Ltd

    TAESUNG

    BIG SKY PACKAGING

    Accupac

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Cosmoprof NA Celebrates Its 20th Edition

    Packaging Insights from Apogee Development and Batallure Beauty

    MakeUp in Paris Opens on June 14th—Here's a Sneak Peek

    An Indie Beauty Focus at NYSCC Suppliers’ Day 2023

    Perfect Corp.To Reveal Latest Beauty Tech Tools at Viva Technology 2023
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Columns

    Trend-led Versus Longstanding Beauty Icons

    How the shift is affecting packaging design and branding

    Trend-led Versus  Longstanding Beauty Icons
    Tanya Burr Cosmetics targets a young audience, but the use of metallics helps to instill a sense of premium specialness.
    Trend-led Versus  Longstanding Beauty Icons
    Lottie London’s packaging design is playful and trend-led.
    Trend-led Versus  Longstanding Beauty Icons
    Eyeko’s impactful packaging combines an iconic brand mark, a blue-black color palette and a contemporary illustration.
    Trend-led Versus  Longstanding Beauty Icons
    Nick Dormon
    Nick Dormon, Managing Director and Strategy Director at Echo Brand Design06.05.17
    The world of fashion and beauty has always been fast paced, but in our instant digital influencer-based world, the beauty brand landscape is changing fast. Nimble, agile brands that don’t need a lot to survive (especially if a famous influencer is at their helm) are becoming a force to be reckoned with. Here we explore this culture through European brand examples. This shift is affecting packaging design and the role of heritage beauty brands in response to the trend-led challengers.

    The rise of social media and the digital influencer has provided a new opportunity for niche beauty brands. These brands are often being coveted online as a result of being championed by an influential user. Therefore, consumer desire is already solidified way before the packaging is held in our hands. The desire to be the first to get hold of a new product arguably overrides the role of packaging to drive consumer choice. Branding is often done quickly, playing on trend-led visual codes and cues.

    Kylie Cosmetics from Kylie Jenner is a well-known, hugely lucrative example of this, and in Europe we are seeing similar beauty brand launches from digital influencers like Tanya Burr.  The design of the Tanya Burr Cosmetics range also plays on her name, creating a signature mark with a pastel color palette and use of a foil pattern. It is playful, targeting a young audience but the use of metallics helps to instill a sense of premium specialness.

    Beauty brand Lottie London immediately connects with consumers’ desires to influence online, claiming the “search for selfie ready beauty is over.” Lottie London positions itself with “selfie beauty” in mind and as the home of #trendingbeauty. Lottie’s packaging design is again playful and trend-led, targeting the younger beauty consumer with hearts, stars, stripes and bold pops of color.

    But it isn’t just the youngest consumers who are being targeted with trend-led, quick response beauty brand innovations. As part of London fashion week 2017, Eyeko has launched its LFW Beauty Pit-Stop, the Eyeko Eye Liner Bar in London’s Selfridges. In the beauty hall, experts are hands-on to help with tips and demos. Consumers are given the choice of eight different eye liner looks, from Alexa’s delicate flick, right through to Cleopatra’s diva-esque wing. Eyeko’s bold and impactful packaging combines an iconic brand mark, ownable blue-black color palette, and contemporary illustration.

    So how can the heritage beauty brands respond to this quick fire, trend-led culture? The role of packaging design and branding is paramount to reflect the enduring quality and desire of beauty icons. Niche and trend-led beauty brands (and digital influencers alike) need more than anything to create a sense of authenticity, and this is not always easy when there is not much time for brand positioning or when a business is constantly thinking about what’s next. Trend-led products have inherently limited lifespans and so having longevity and authenticity provides a great advantage to longstanding beauty brands. These beauty brands can create enduring love from their consumers through their brand design, reminding people of why they have always been a beauty stalwart.

    When this is done well, innovation can be exciting, relevant and brand inspired, allowing brands to cherish what made them special in a contemporary context. Although trends have their place, it is brand-inspired innovation that really leads to unique, meaningful new product design. This happens by defining a brand’s core values and purpose and placing these at the heart of a design-led innovation process.

    For example, when Lancôme celebrated its 80th anniversary, it launched its original lip colors of L’Absolu Rouge along with a participatory, creative platform “You Are Lancome” where users were able to express their vision of the brand. Its celebratory brand film combined odes to heritage with contemporary nuances.

    Agility however, is clearly key and the challenge is to be seen as an industry leader, being at the helm of future trends while maintaining brand authenticity.

    We may be living in the world of niche, agile, trend-led beauty, but as a result, it is even more important for beauty stalwarts to showcase their craft, heritage, authenticity and enduring love through their packaging.

    About the author:
    Nick Dormon is managing director and strategy director at Echo Brand Design.
    Related Searches
    • cosmetics
    • color
    • lancome
    • premium
    Suggested For You
    Jinjoo Labs Appoints Louise Caldwell as CEO Jinjoo Labs Appoints Louise Caldwell as CEO
    Fusion To Feature Fusion To Feature 'The Drip' Collection
    Beauty Brands Pause Social Media to Advocate for Key Climate Policy Beauty Brands Pause Social Media to Advocate for Key Climate Policy
    Free The Birds Launches Disruptive Brand Identity for Men’s Brand, ‘The Fellowship’ Free The Birds Launches Disruptive Brand Identity for Men’s Brand, ‘The Fellowship’
    Estee Lauder Advances Sustainable Packaging with New Bottle Molding Technology Estee Lauder Advances Sustainable Packaging with New Bottle Molding Technology
    Cosmoprof North America Announces Successful In-Person Return Cosmoprof North America Announces Successful In-Person Return
    Marc Rosen to Present ‘The Art of Packaging’ Pratt Cocktail Party Marc Rosen to Present ‘The Art of Packaging’ Pratt Cocktail Party
    Jennifer Aniston Teases New Beauty Brand LolaVie Jennifer Aniston Teases New Beauty Brand LolaVie
    The Advantages of Made in USA Beauty Packaging: Suppliers Speak The Advantages of Made in USA Beauty Packaging: Suppliers Speak
    IBA Confirms Beauty Entrepreneur Elizabeth Corrigan as Board Chair IBA Confirms Beauty Entrepreneur Elizabeth Corrigan as Board Chair
    Olaplex Files for IPO Olaplex Files for IPO
    Eric Chen, Founder and CEO of Markwins Beauty Brands, Dies Eric Chen, Founder and CEO of Markwins Beauty Brands, Dies
    Accelerate Packaging Design with 3D Printing Accelerate Packaging Design with 3D Printing
    Coty Reports Improved Financial Results for Q4 of 2021 Coty Reports Improved Financial Results for Q4 of 2021
    Baby Dove Creates Black Birth Equity Fund Baby Dove Creates Black Birth Equity Fund

    Related Breaking News

    • Cosmetics | Skin Care/Sun Care
      Jinjoo Labs Appoints Louise Caldwell as CEO

      Jinjoo Labs Appoints Louise Caldwell as CEO

      Caldwell has established a track record of launching and establishing beauty brands.
      09.21.21

    • Fusion To Feature

      Fusion To Feature 'The Drip' Collection

      The FusionPKG BeautyLab team will be at the MakeUp in NewYork talking to visitors about its turnkey solutions.
      09.20.21

    • Cosmetics
      Beauty Brands Pause Social Media to Advocate for Key Climate Policy

      Beauty Brands Pause Social Media to Advocate for Key Climate Policy

      Over 100 beauty brands join Versed & Youth to the People & sign an open letter to Congress calling attention to climate change and asking leaders to act
      09.20.21


    • Cosmetics
      Free The Birds Launches Disruptive Brand Identity for Men’s Brand, ‘The Fellowship’

      Free The Birds Launches Disruptive Brand Identity for Men’s Brand, ‘The Fellowship’

      Combines branding, packaging design and typography to communicate brand’s core values of community and equality.
      09.20.21

    • Skin Care/Sun Care
      Estee Lauder Advances Sustainable Packaging with New Bottle Molding Technology

      Estee Lauder Advances Sustainable Packaging with New Bottle Molding Technology

      Clinique is the first brand to leverage Roctool’s cutting-edge manufacturing innovation.
      09.17.21

    Loading, Please Wait..
    Trending
    • Ranking The Top 50 Cosmetic Companies
    • MAC Revamps 'Back To MAC' Recycling Program
    • Top 20 Most Successful Celebrity Beauty Brands Of 2023—Ranked By Cosmetify
    • Christina Aguilera Helps SexyHair Celebrate 25 Years
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    Breaking News
    • Guerlain's 'Secret' Archive—the World's 1st Lipstick, Perfume, & Nivea Jar
    • Mary Kay Supports Ocean Conservation & Coral Reef Protection
    • TerraCycle and Wrinkles Schminkles Announce Recycling Program
    • Boots CFO Michael Snape Resigns
    • Beiersdorf Shares Progress of Its Sustainability Agenda
    View Breaking News >
    CURRENT ISSUE

    June 2023

    • Paper-Based Packaging Is Having a Major Moment
    • Why Airless Is the Answer for Packaging ‘Clean’ Formulas
    • Eco-Friendly Tubes for Haircare, Makeup, Skincare & More
    • Cosmoprof Bologna Show Review 2023
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Women in Nutraceuticals Names Global Lead in India Ahead of Nutrify C-Suite Summit
    Batory Foods Acquires Tri-State Companies
    Blue Diamond, Brightseed Partner To Discover New Almond Bioactives
    Coatings World

    Latest Breaking News From Coatings World

    AkzoNobel to Supply Porsche China with Complete Water-Based Refinish Range
    Evonik Earns ACC’s Sustainability Leadership Award
    Sandrine Garnier Joins ChemQuest as a Director
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Merit Medical Acquires AngioDynamics' Catheter Portfolio
    iCAD Strengthens Leadership Team
    HeartFlow's RoadMap Analysis Debuts in the U.S.
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Quell Therapeutics, AstraZeneca Partner on Engineered Treg Cell Therapies
    Charles River, INADcure Collaborate on Gene Therapy Manufacturing
    Lotus Clinical Research, Trialogics Partner for Clinical Trial Software Services
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Guerlain's 'Secret' Archive—the World's 1st Lipstick, Perfume, & Nivea Jar
    Mary Kay Supports Ocean Conservation & Coral Reef Protection
    TerraCycle and Wrinkles Schminkles Announce Recycling Program
    Happi

    Latest Breaking News From Happi

    Sabinsa Wins 2023 Technology Innovation Award in China for LactoSpore
    Cepsa Química’s Sustainable Lab Slashes Carbon Footprint Up to 80%
    CPL Aromas Launches 2022 Sustainability and Impact Reports
    Ink World

    Latest Breaking News From Ink World

    ITMA 2023 Opens with Mega Showcase of Innovative Solutions
    Kornit Digital Shows Enhanced Presto MAX at ITMA 2023
    Kornit Digital Unveils Apollo Platform, Enhanced Atlas MAX PLUS at ITMA 2023
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    AWT Labels & Packaging acquires ASL Print FX
    Avery Dennison announces new cohort of startups for AD Stretch Accelerator Program
    Appvion unveils new film label facestock
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Rascal + Friends Expands Distribution with Walmart
    ITMA ASIA + CITME Announce Second Location
    Andritz Partnership with Pellenc ST and Nouvelles Fibres Enters New Phase
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    SurGenTec's TiLink-L SI Joint Implant Gains FDA Nod
    Orthopedic Prosthetic Market to Eclipse $3.39 Billion by 2030
    Osso VR Launches Virtual Reality Training Program
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Sensirion Air Quality Sensors Harmonized with RESET Air Standard
    Identiv Introduces Industry’s First Battery-Free Metal Sensor IoT Devices
    Heliatek Joins European Solar PV Industry Alliance (ESIA)

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login