BEAUTY'IN PACKAGING by Interbrand Group for BEAUTY'IN

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BEAUTY'IN PACKAGING

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Industry Makeup, Hygiene & Personal Care Products
Media Design & Branding
Market Brazil
Agency Interbrand Group
Designer Shingo Sato, Leopoldo Leal, Rafael Cipolla, Felipe Brandão, Francisco Martins
Released May 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: BEAUTY'IN
Product/Service: HEALTH & BEAUTY PRODUCTS
Agency: INTERBRAND SAO PAULO
Date of First Appearance: May 4 2010
Entrant Company: INTERBRAND SAO PAULO, BRAZIL
Creative Director São Paulo: Beto Almeida (Interbrand)
Senior Designer: Fabio Palmer (Interbrand)
Naming and Verbal Identity Manager: Ana Cristina Puttini (Interbrand)
Designer: Shingo Sato (Interbrand)
Client Services: Denise Podgornik Abramovici (Interbrand)
Brand Strategy Director: Daniella Giavina-Bianchi (Interbrand)
Brand Strategy Senior Consultant: Victoria Murat (Interbrand)
Designer: Felipe Brandão (Interbrand)
Naming and Verbal Identity Consultant: Fernanda Gonzalez (Interbrand)
Designer: Francisco Martins (Interbrand)
Designer: Leopoldo Leal (Interbrand)
Designer: Rafael Cipolla (Interbrand)
Media placement: 8 Empty Drink Bottles - Drugstores, Kiosks, And Specialized Supermarkets - May 4, 2010
Media placement: 4 Empty Candy Pouches - Drugstores, Kiosks, And Specialized Supermarkets - May 4, 2010

Describe the brief from the client
The brief was to create a brand targeting the adult Brazilian women market, who are amongst the most beauty conscious in the world. This brand should reveal a new concept to the public - ‘beauty from within’. Like lotions and moisturisers, it will become part of their daily regiment, while at the same time delivering the pleasure of tasteful candies and drinks. The objective is to create desire with a beautiful, easy to use, and flavourful product.

Describe the challenges and key objectives
More than just creating a brand, the project involved introducing a new category to the Brazilian population – “alimetics”, the combination of tasteful nourishment and cosmetics. Beauty’in synthesises the concept and sends a clear message that external beauty can be the result of good nutrition, quality of life, and joy.

Describe how you arrived at the final design
In a casual and interactive tone, without over promising, the package informs when and how to benefit from the product. From the start, we discovered that more than simply creating desire with a beautiful and clear design, our goal was to promote a sense of habitual need, a daily regiment. With that in mind, packaging development considers functionality, clarity, simplicity, and ultimately, beauty.

Give some indication of how successful the outcome was in the market
Beauty’in was launched one year ago with two products: Beauty Candy and Beauty Drink. It impressively captured the attention of cosmetics related media, as it is often present in sports, beauty, and fashion trend events. In all occasions, it is referred to as a revolutionary product that stimulates a healthier lifestyle for its consumers. This specialised media exposure convinced distributors to invest in the brand. One year after its release, Beauty’in is already in premium drugstores, kiosks and specialised supermarkets. Successful in Brazil, the brand is being exported to countries in the Middle East, Europe, and North America.