LUVELY KIDS
COSMETIC PACKAGING
HOW DO YOU SELL MAKEUP TO YOUNG CHILDREN WHILE RETAINING THE ESSENCE OF CHILDHOOD?
Hamleys launched Luvely - a brand that manufactures skincare and cosmetics for children. ( aged 9 - 16) The products varied through a wide range such as - Lotions, nail paints, lip balms and shimmer eye moisturising shadow. This is the first phase of the project wherein only the product names and the concept of the look and feel of the packaging was presented.
The Challenge
After a thorough Primary research, it was evident that children in the given age bracket, while still young cared a lot about presenting themselves better. In a Qualitative research conducted survey of about 240 girls and boys in the age bracket of 9 - 16 years of age. About 65% revealed that they were conscious of their skin and followed a basic skin care routine - such as washing, moisturising and toning.
Two words that guided the Packaging concept were - Joy and Celebration. To add a Visual symbolism we used Confetti which packs the two emotions together.
Keeping Confetti as a constant element throughout the visual story to instil a sense of play fun and celebration of the self
MOOD
The mood is a blend of celebration, zest and balance. The lighter tones provide a sense of ease and comfort whereas the more saturated hues spark zeal and magic.
TEXTURE
GIVING CONFETTI A PERSONA
Fuzzlies - Bolts of swift
Luvely - Shreds of luveliness
High Gloss
UVA Print
Matt Base
We also added personas to the confetti to evoke variety. The personas differed in shape and form and depicted varied emotions of joy and celebration.
Zigglies - Electric chips of euphorian
Swirlies - Carefree eager bits of glee
BREWING SOME CONFETTI MAGIC - MIXING DIFFERENT STYLES
Mixing the varied confetti form allowed us to create more interesting visuals throughout the packaging. We further created more visual forms to depict symbols that are relatable as well as evoke a certain element of fun and emotion amongst kids.
The end result was the confetti and visual elements combined with a swoosh and an interesting colour interplay incorporating two friendly and lively fonts - Hedgehogs and Pirates. Overall the look and feel was a playful balance of the message. This Phase 1 of the proposed idea has been taken forward and is going through the second Phase of revision.
