Context: Philips Beauty is a smaller segment within the personal care portfolio, comprised mainly of epilators and intimate trimming devices. With the launch of the PureRadiance facial cleansing system, there was an opportunity to refresh the look and feel of the Philips Beauty packaging in the retail channel.
Challenge: To create a premium look and feel for the product range for the PureRadiance package and extend that platform across the full range of products to create a consistent presentation of the beauty sub-category to US shoppers in mass retail channels, as well as the shopper club channel.
Solution: Starting by utilizing the bold, rich pinks to provide a pop of color and create a bold statement against the competition at shelf, combined iconic product imagery and a streamlined benefit communication architecture which focused only on a few key features to create a premium packaging range that drives a sense of desire. Also, retooled the existing packaging structures to create a more appealing out-of-box experience which accentuates the product and minimizes frustration post-purchase.