Branding for Cosmetics Part 1 - Keihl's

Sales for cosmetics are booming, despite the recession. I admit, I love shopping for cosmetics and looking at/trying out launches of new brands, products and collaborations. In a competitive market full of very similar products, the packaging and branding of the product is almost as important as the product itself. I am not going to talk about a new brand, I want to consider Kiehl's packaging. Kiehl's are a 160 years old, with humble beginnings as a Apothecary. The graphics, logo and type appear to be unchanged since the 1960's. My first thoughts of their branding is that it looks more 'sciencey' than designy. It could also be described as minimal, unisex and you could argue boring...

(Image from Vogue UK via Pinterest)

I don't think it looks boring, in fact I admire how it looks like it is not trying too hard. If you consider shelves of cosmetics where the packaging is all demanding your attention, then along side that is Kiehl's with it simple colours and text. What are the dangers of this style of packaging:

-It may not stand the test of time, this style of type and use of negative space could start to look dated in the near future.

-Because of the minimal style of the packaging, this could make it hard to keep an exciting momentum for the brand.

-For the costs of the items the packaging seems quite basic (shallow I know) but this is a premium priced brand yet the packaging could be considered not as premium.

(Images from beautifulwithbrains.com and Harpers ES via Pinterest)

Kiehl's ties in colours of packaging relating to the product and it's purpose, the images of the midnight cream and the Turmeric and Cranberry Seed Mask above uses a deep blue colour and a deep orange so they immediately stands out against their core products. Yet the type and the layout of the type still remains uniform and consistent with the other items in the product range. Despite the regular lines having a signature look, over the last few years Kiehl's have collaborated with designers and illustrators to bring jazzy limited edition ranges. Jeff Koons, Karl & Craig and Papier.

(image from craigandkarl.com via Pinterest)

(Image from packagingserved via Pinterest)

This more arty packaging appeals more as a giftable purchase for consumers and refreshes the image of the brand. Combining an 'arty' labeling alongside the 'sciencey' packaging adds intrigue and a more refreshing 'fun' vibe to the brand.

#cosmetics #branding #colour #type #graphics