Dm Drogerie Markt Design & Branding GIRLS JUST WANNA HAVE FUN by Landor Hamburg

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Industry Makeup
Media Design & Branding
Market Germany
Agency Landor Hamburg
Released May 2011

Credits & Description

Category: 3D Structural Design
Product/Service: MAKE-UP
Owner: Stefan Reichl (Oxxid)
Media placement: S.he Stylezone Lipstick - Dm Drugstore - 1 May 2011
Media placement: S.he Stylezone Nail Polish - Dm Drugstore - 1 May 2011
Media placement: S.he Stylezone Eyeshadow Mono - Dm Drugstore - 1 May 2011
Media placement: S.he Stylezone Compact Powder - Dm Drugstore - 1 May 2011
Media placement: S.he Stylezone Eyeshadow Quattro - Dm Drugstore - 1 May 2011

Describe the brief from the client
The brief was all about breaking category conventions: turn a functional, price-aggressive retail cosmetics brand into a must-have lifestyle brand experience. Our target audience? Teenage girls today, who are seeking fun and affordable ways to experiment with fashion and trends.

Describe the challenges and key objectives
It became clear that in order to win in the competitive environment we needed to move away from the standardised off-the-shelf packaging solutions to a customised packaging design and structure, which creates a unique and trendy brand experience for young girls. At the same time, we needed to stay true to the brand’s low price points of around € 2-3 per make-up item in order not to lose out, because young girls cannot afford the brand anymore. We also aimed to celebrate the colourfulness of s.he stylezone, as this had been proven to be a key purchase driver for consumers.

Describe how you arrived at the final design
The new s.he stylezone design is a true innovation in the category, as it changes the way young girls interact with make-up by extending its playful aspects to the packaging. Who says the only fun in make-up is putting it on? We designed a modular system of transparent make-up cubes that can be combined in different ways. The items are as easy to snap together as they are to pull apart. The bright, fresh colours of the make-up shine through the cubes. Girls can create their own personalised s.he stylezone make-up kits at the store and at home.

Give some indication of how successful the outcome was in the market
After just 2 weeks in the marketplace, the new s.he stylezone already achieved double-digit growth. The new design has been celebrated in relevant design and trend blogs from Russia to Japan and consumers have hotly debated over it in numerous forums and blogs.