Photo Credit: chanel.com
Would Chanel No 5 smell as intoxicating if it were packaged in a jam jar? Or would Maybelline Great Lash still be fun without its playful pink and green tube? I’m going on the record to say definitely, “no!”
The art of beauty packaging contributes greatly to the pleasure of using makeup, skincare, or even shampoo. Sometimes it’s even an integral part of the application process, such as the built-in brush of YSL Touche Éclat or the simple squeeze of Lancôme Juicy Tubes. Other times, the packaging gives you a real feel for the brand: cheerful no-nonsense with Clinique Dramatically Different Moisturizer or sophisticated luxury with the traditional blue Estée Lauder jars and bottles.
When naysayers claim packaging and marketing are nothing but unnecessary cheats, I say, “pooh, pooh.” Honestly, without marketing, we as consumers would never know about the fabulous anti-agers, multi-functional color, and the latest fragrances out there.
A few times a year, beauty packaging and its designers get their do. The upcoming International Package Design Awards (IPDA), sponsored by the HBA Global trade show that takes place in New York from June 18 to June 20, will recognize innovation, design, and originality. Fifty-four products in 13 categories have been selected as award finalists, and the winners will be announced on June 19.
Check out a few of our favorites:
For a complete list of the award finalists, click here.