S.he Stylezone

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Derrick Lin


Designed by Landor Hamburg, Germany.

Landor develops new brand identity for the cosmetics brand s.he sylezone by dm drogerie markt

s.he stylezone, the first decorative cosmetics brand by dm Austria, comes in unique, playful packaging – and is a pioneer in the private cosmetic brand field.

Hamburg, 26.04.2011 – The brand agency Landor Associates in Hamburg, has developed a new brand identity for the cosmetic brand s.he stylezone. The brand s.he stylezone appeals to a young, modern target group with a strong sense of individuality, mobility and fun. A transparent cube is the basic building block of the new modular design and packaging system; the different packaging elements can be inserted into each other and flexibly combined, which inspires individual combinations. The modular system allows every girl to create her own personal s.he stylezone make-up kit.

“The Landor team has thrilled us with this idea to give s.he stylezone a truly unique face. This goes beyond the usual market strategies for decorative cosmetics and underlines our claim of being the leading retail company in terms of innovation and quality.”
– Monika Köck, Department Manageress of the dm retail brands in Austria and associated countries in Central and Southeast Europe

The packaging of the cosmetic products consists of transparent boxes through which the colourful shades of the different products shine. Therefore the entire cosmetic line has strong impact and communication power at point-of-sale and clearly stands out in the competitive environment. The transparent cubes with their bright fresh colours lend a feeling of lightness to the overall brand. They translate the lifestyle of the young target group directly into a dynamic, modern brand philosophy, which not only includes the product and packaging design, but also all cross-media communication. The relaunch of the s.he stylezone brand will be accompanied by numerous promotional activities both online and offline.

“The innovative packaging design sets new standards: s.he zone herewith positions itself as a confident trendsetter and future style icon in the beauty sector – a completely new approach for a retail beauty brand.”
– Alexandra Kontetzki, Client Director at Landor Associates.