MARIDERM SKIN CARE - NATURE ON YOUR SIDE by BERNER for Berner

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MARIDERM SKIN CARE - NATURE ON YOUR SIDE

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Industry Skin Care
Media Design & Branding
Market Finland
Agency BERNER
Director Kirsi-Marja Koskelo
Art Director Mia Wallenius
Copywriter Minna Ronkko
Released June 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: BERNER
Product/Service: SKINCARE PRODUCTS
Agency: BERNER
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: BERNER, Helsinki, FINLAND
Graphic Designer: Klaus Haapaniemi (MK House)
Art Director: Mia Wallenius (MK House)
Brand Director: Tia Yrjölä (Berner Ltd)
Brand Manager: Maria Svinhufvud (Berner Ltd)
Director: Kirsi-Marja Koskelo (Berner Ltd)
Copywriter: Minna Rönkkö (Freelance)
Production Manager: Eeva-Liisa Kosonen (Heku)
Graphic Design Assistant: Marjaterttu Siljamo (Heku)
Image editing: Mikael Clayhills (Heku)
Brand Manager: Mikaela Nyman (Berner Ltd.)
Media placement: Good Morning- Day Cream Packaging - Store - 1.6.2009
Media placement: Good Night - Night Cream Packaging - Store - 1.6.2009
Media placement: Cleansing Milk Packaging - Store - 1.6.2009
Media placement: Skin Tonic Packaging - Store - 1.6.2009
Media placement: Facial Oil Packaging - Store - 1.6.2009
Media placement: Serum Packaging - Store - 1.6.2009
Media placement: Peeling Cream Packaging - Store - 1.6.2009
Media placement: Travel Packaging - Store - 1.6.2009
Media placement: Twinkle in the eye- Eye Cream Packaging - Store - 1.6.2009
Media placement: Brochure - Information Leaflet For Customers - 1.1.2010

Describe the challenges and key objectives
The challenge was to communicate Mariderm's unique story via packaging in a market that was dominated by big global players and mass media. The packaging had to be thought as a media itself, communicating its unique message from cosmetic department's busy shelves.

Describe the brief from the client
The client wanted to launch a new skincare product line for women based on natural, Nordic ingredients. This range was to be compact and comprise anti-age products with a promising new ingredient, lingonberry seed oil. The products proved to bring outstanding results among the test users.

Describe how you arrived at the final design
The team agreed to emphasize natural elements in a new way, create a beautiful understated packaging that would attract modern women who are sensual in natural way, but also feminine and inspired by fashion at the same time. Finnish nature, lingonberry seed oil and simple forms were the cornerstone for the design. By saying "good morning" instead of "day" cream and "a twinkle in the eye" instead of "anti-wrinkle", in the packaging we wanted to emphasize the importance of balance in daily, busy lives of women.

Give some indication of how successful the outcome was in the market
The Mariderm range is now competing successfully in major department stores and beauty salons in Finland. The beauty, health and design media have written nearly 100 articles about Mariderm. At the same time the number of people willing to participate in product development has reached a new record.