FUN LINE – MILK COLLECTION by Lumen Design for O Boticario

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FUN LINE – MILK COLLECTION

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Industry Cosmetics & beauty products
Media Design & Branding
Market Brazil
Agency Lumen Design
Art Director Karine Mitsue Kawamura, Silvio Silva Junior, Guido Lautert Dezordi
Designer Willian Rafael Knac
Released August 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: O BOTICÁRIO
Product/Service: COSMETIC COLLECTION
Agency: LUMEN DESIGN
Date of First Appearance: Aug 5 2009 12:00AM
Entrant Company: LUMEN DESIGN, Curitiba, BRAZIL
Art Director: Karine Mitsue Kawamura (Lumen Design)
Art Director: Silvio Silva Junior (Lumen Design)
Art Director: Guido Lautert Dezordi (Lumen Design)
Designer: Willian Rafael Knac (Lumen Design)
Media placement: packaging design - 2.600 Boticário´s franchisees in Brazil - 05 October 2009 - 27 days

Describe the challenges and key objectives
The project’s greatest challenge was to exploit the universe of dairy products, using gourmand terminology and expressions for beauty and personal care products (creams, soaps and cologne). It was a limited edition collection, it was not feasible to create packaging and bottles/jars that would require a large investment, so it was a major challenge to find low-cost solutions. Special cutting blades and decoration applied to standard bottles were used to display the main character that became the collection’s icon and that anchored the launch.

Describe the brief from the client
The goal was to launch the second Fun Line collection that would exceed sales of the first collection (ICE CREAM). Fun Line is an innovative, creative and surprising line, both for the company’s portfolio and for the market and competition. The idea is to launch different collections of that line throughout the whole year. O Boticario’s Fun Milk line is a limited edition collection inspired by milk and dairy products. They were developed to awaken the olfactory, tactile and visual senses with amazing textures, colours, smells and packaging.

Describe how you arrived at the final design
The packages were inspired by the universe of dairy products. The Milk collection is anchored by Mary Múúú ("a cow dressed as a cow"). The cute pampered cow, was created for the packaging that looks like a milk carton, and came alive in TV commercials and hotsites, where she would introduce each product and win the consumers’ preference. Milk-based moisturizers, Red-Fruit Yoghurt, Laka and Plain Yoghurt, Caramel Pudding soap bar, Exfoliating Milk & Sugar Cream, Milk & Vanilla Scented Oil, Powdered Milk Bath Salts, Milk Cream Liquid Soap, Mary Múúú Make Up Kit, and many other items.

Give some indication of how successful the outcome was in the market
The joint development effort to create good products + attractive packaging + competitive prices + point of sale actions + dissemination resulted in optimum sales that exceeded expectations (already estimated as twice as the previous collection). According to the franchisees, the line was perceived as highly attractive and was fully embraced by consumers. The window display called a lot of attention and people of all ages actually went inside the shops to check them out. The period of the launch was assertive and prices were competitive.