[3 minutes]
The global skincare market continues its impressive growth, forecast to reach a staggering $154B within 4 years. The category is ultra competitive, fuelled by one of the most creative packaging and point of sale environments in global retail. So much so, packaging plays a critical role in the gifting and user experience, helping brands cut through competitive noise to achieve stand out.
ELEMIS, founded 25 years ago, is one of the principle players and has established a reputation (and expectation) for exquisite packaging solutions to drive its continued success. Born out of the vision to bring together the power of nature, science and aromatics, it stands today as one of the most acclaimed brands in the global skincare industry, with millions of consumers worldwide, benefiting from ELEMIS’ award-winning range of treatments and products for face and body.
Hunter was tasked by ELEMIS to develop a range of luxury packaging for their ‘Joy of Giving’ 2016 Christmas Gift Collection. The brief required Hunter to amplify the luxury essence of their products, highlighting the elegant British heritage of the brand and make this an ideal range for gifting.
NPD and Marketing teams developed original packaging concepts, optimising the brand’s aspirations, whilst ensuring designs were elegant, practical, achieving brand expectations and budgetary requirements.
Working closely with the team at ELEMIS, Hunter developed a range of luxury gift boxes in striking colour combinations, differentiating the collections to create presence at retail. A Union flag style design portrays all that is quintessentially British about the ELEMIS brand, whilst ribbons and a bow deliver a luxury, gift-able feel.
To achieve the required luxury experience, Hunter used a premium rigid card constructed and finished by hand, with a precise overlay of art-paper. Sharp finishes were used at the corners and edges to give a soft premium feel to the box and retain the angular nature of the gift box.
Cost and production considerations steered the use of hand-made grosgrain ribbon, hand-applied to recreate the horizontal and vertical stripes of the union flag, whilst applying a printed emboss to mimic the ribbon on the diagonals.
The box interior maintained the sophistication and confidence of the outer colour, with an additional gold foil embossed logo on the inside of the lid, further amplifying brand presence.
The range has been fantastically received and recently scooped two awards at the Luxury Packaging Awards 2016 – Best in Show for Premium and Winner in the Cosmetics & Personal Care category.
Oriele Frank, Chief Marketing Officer and Co-Founder of ELEMIS says: “We’re delighted that Hunter Premium Packaging have won this prestigious packaging award for our ‘Joy of Giving’ 2016 gift collections. It’s fantastic news! We really take pride in creating beautiful gifts that really stand out, are a joy to give and are a delight to receive. A big congratulations to the Hunter team for helping us achieve this.”
The judging panel added:
“A really good range of packaging with great attention to detail. A great colour palette and the block colours are very effective.”
“It has lots of good attention to detail such as the ribbons being hidden underneath the inner liner. Love the very subtle nod to the Union Flag that is clearly expressing Britishness without being an obvious red, white and blue union flag. Great work – well done.”
With decades of experience in creating packaging solutions leveraging award winning brand experience and execution, Hunter has always remained open to new ideas and influences. We look forward to 2017 to continue our story with new clients and innovative approaches. We look forward to talking to you soon.
