ABSOLUTION by JUST A KISS for ABSOLUTION

ABSOLUTION

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Industry Cosmetics & beauty products
Media Design & Branding
Market France
Agency JUST A KISS
Released September 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: ABSOLUTION
Product/Service: COSMETICS
Agency: JUST A KISS
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: JUST A KISS, Paris, FRANCE
Brand Designer/Founder: Arnaud Pigounides (Just A Kiss)
Creative Director/Founder: Isabelle Carron (Just A Kiss)
Media placement: Bottle Eau Soir Et Matin - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Jar La Crème Du Jour - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Jar La Crème Du Soir - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Jar La Crème De L'Homme - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Bottle La Solution + Eclat - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Bottle La Solution + Controle - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Bottle La Solution + Energie - Dpt Stores/ Concept/beauty Stores - 2010.09.10
Media placement: Bottle La Solution + Anti-Age - Dpt Stores/ Concept/beauty Stores - 2010.09.10

Describe the challenges and key objectives
The Challenge was to create a breakthrough but "practical" design. An eco-designed packaging which doesn't look like one. An identity standing out of the traditional cosmetics one, in terms of shape (round sleeve) as well as graphics (black and white) but still would fit in a beauty store. A design that can be noticed and loved by people who are looking for the right balance between eco-conscious and urban lifestyle, who are more attracted by aesthetic than only cosmetic, even if they don't make any compromise on efficiency. Also, the challenge was to work with a low budget, pretending we're rich!

Describe the brief from the client
Absolution is a premium niche organic cosmetics brand offering a new approach to beauty: a smaller range of products, more simplicity, highly organic skincare that can be customised to suit the different skin's needs: "a new vision of beauty and skin care. A new way of being organic also. No other brands worked on this philosophy. It has to be a unique offer on the beauty market, able to fit the organic segment as well as the traditional one." The stake was "how to showcase such a specificity"? "How to fulfil all the requirements but with a twist ?

Describe how you arrived at the final design
We followed our heart! The idea was to create a brand you can love for several reasons. The way it looks, the way it talks, the way the jar feels once in your hand. Each detail counts to compose the perfect identity. Everything was made to measure: we created a new model of packaging (copyrighted) that allows the brand to give a lot of information in a nice way, whilst saving paper and acting as a small display. We only worked with recycling or recyclable materials. We tried new routes.

Give some indication of how successful the outcome was in the market
Absolution brings a new aesthetic on the beauty market in general, and the organic one in particular. The brand won several awards: the Jury Prize at Beyond Beauty (Sept 2009), the Wall Paper Design Award 2010 (Best Defence), the PCD Award (Packaging Cosmetics Design)2010. The brand has been warmly welcomed by the press (more than 200 press clips) and many design website /magazine/books contacted us to spread the information. Furthermore, people seem to appreciate the design of the brand, some of them keep the packaging as an illustration. Who could ask for more? (A Cannes Lion maybe?)