Classic Cosmetics

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Agency: A.P.I. Churi in-house graphic dept.
Designer: Galia Lerech
Photos on packaging: Kedem Photo
Type Of Work: Commercial Work
Country: Israel

A.P.I. Churi wanted to update its affordable make-up brand – Classic Cosmetics – which is sold in stores across Israel.

The make-up sets were last designed 15 years ago and needed some major re-design while maintaining the brand values: quality make-up at affordable price.

Our clientele is very diverse, since our products are sold both in our stores in Tel Aviv and in independent stores all over the country. Our unique challenge was to appeal to Hebrew, Arabic, Russian and even Amharic speaking clients in a wide range of ages and tastes.
The shelf visibility was especially important, since in order to maintain our prices, we do not use any advertising, and our products have to “speak for themselves”.

Our in-house design department came up with a new look that has a classic appeal with a trendy touch. The gold on black design stands out on the shelves and cleverly unifies the wide array of products. A distinctive name was given to each make-up set and put on the front, along with a beautiful photo of the product – to make it easy for the costumer to choose exactly the product that is right for her.

The new design was well received in stores and we see a significant increase in sales.