Agency: Milk
Copywriting: Simon Cairns
Project Type: Produced, Commercial Work
Client: API Consumer Brands
Location: Auckland, New Zealand
Packaging Contents: Skincare
Packaging Materials: Cartons, plastic pump bottles, tubes, glass eye-dropper bottle

The luxury segment is experiencing the strongest growth in skincare. Moreish was an existing, but underperforming range in pharmacy. The existing brand was centred purely around argan oil and its Moroccan provenance, but the visual architecture was very pharmaceutical in aesthetic and not embraced by consumers. While the already effective formulas have only been slightly altered, the brand positioning, language and design were completely up for grabs.

The new differentiated Moreish proposition is now more relevant to our target audience, we brought this new positioning alive through a more sophisticated pack language. The new positioning needed to work harder than focusing solely on a key ingredient, as these are subject to fads and potentially negative media. The skin is the body’s largest organ, and whatever goes on the skin is ‘consumed’ by the body, so therefore anything applied to the skin should truly nourish like nutrient-rich food does. Leveraging this simple insight, we repositioned the brand as ‘Superfood for Skin’.

Our key design directive was to create a high-end, feminine ‘department store’ brand that also has credibility as a truly ‘natural’ product. We proposed a stronger brand with luxury colour cues on the pack face, supported by more feminine and evocative imagery on the sides. We worked closely with the client to select suitable packaging forms and materials that leverage traditional cosmetic packaging cues but are designed to protect the natural products and are easy to use. A new tone of voice was developed, including new emotive variant naming and copy writing that communicates clearly with a touch of wit.