Package & Product

67 different makeup products3 different sub lines: Waterproof wear, Maracuja Collection, & Amazonian Clay CollectionAlso carries Holiday Line every year

-Purple dominating brand color-Graphics differentiating factor-Mixes organic & natural with fashionable & glam-Recyclable or post consumer recycled packaging-Bamboo wood

Attributes

Package & Product

Weaknesses

scattered and disjointedpurple not executed throughout all designsdifferent fonts for different ‘product lines’knowledge about recyclable products is limited so consumers just toss them

not enough information on packages. users dont know all uses for products‘glam’ aspect of packaging cheapens brandtoo much product selection. too broad of differing products

Brand Analysis

started in 1999 by Maureen Kelly. sold at sephora, tartecosmetics.com, qvc, & ulta.sold with brand, testers for allprice point $18-40

Brand Analysis

healthy nourishing cosmetics. no synthetic fragrances, parabens, ptathalates, etc. ‘high erformance naturals’ recyclable or post-consumer recycled materials. ‘be green, be smart, be tarte!” pure ingredients : amazonian clay, t5 super fruit complex, maracuja oil, etc. sustainable amazon partnership- With the purchase of every tarte product that has our new t5 super fruit complex™, customers will be helping to preserve the Amazon Rainforest through forest conservation, improved living conditions and educational opportunities for communities in Brazil. Sap- To support the well being of the communities and sustainability of the rainforest in the Amazon estuary regions where açaí trade thrives .

Sustainable Amazon PartnershipAmerican Cancer SocietyAssociationAutism SpeaksBreast Cancer Research FundCEW Charity Auction to Benefit Cancer and CareersCITY ARTSCuties for CaninesCystic Fibrosis FoundationGift of New York CandlesGilda’s ClubHabitat for HumanityMorry’s CampMuscular Dystrophy AssociationNew Jersey Chronic Fatigue SyndromeOvarian Cancer Research FundSt Jude’s Children’s HospitalStep Up Women’s NetworkThe New York Junior LeagueUnited Cerebral Palsy of New York CityYoung Survival Coalition

Good for you, Good for the environment

Charity Work

Competition

Vision: Connect beauty, environment, and well-being. mission: Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example.

strengths- easily identifiable. similar shapes translated throughout. has more natural feel.matte plastics.weaknesses- isn’t attention grabbing. has very little graphics

Competition

With roots in the oldest homeopathic pharmacy in Athens, Greece, Korres is committed to developing natural skincare, color, and body products that provide maximum results. Their formulations are among the most environmentally friendly and skin compatible available today, utilizing active natural extracts with antioxidant and skin-transforming benefits for clinically proven results. Powerful yet pampering, Korres delivers fit-for-a-goddess beauty that’s the ultimate in natural luxury.

strengths- simple basic design. logo is identifiable and easy to recognize.weaknesses- too much text on some products. tries to sell by textual messages

Competition

Talk about a natural beauty—supermodel Josie Maran has gone back to her roots to create her own organic beauty line, Josie Maran Cosmetics. Packing formulas with botanical ingredients, and housing products in recyclable and biodegradable packaging, Josie Maran Cosmetics embraces eco-friendly practices with products made with love—for people and the planet.

strengths-brown recognizeable color. name/font easy to see. cohesive designs. basicweaknesses- can have chemical/lab feel. not enough information on some products

Surveys

bland, boring, uninteresting, plain, older consumer, brown, unappealing, old, eye dropper

very young, bright, fun, joyful, eye catching, cheap

happy, light colors, cute, cheerful, soft, nice, colorful

bright, eye catching, interesting, bold, scary, intricate

Volunteers at the local animal shelter once a week and buys organic food to stay healthy and help the environment. She is in her late 30’s and married to Kevin, a chemical engineer. Lives in a small home in Seattle, where she spends a lot of her time as a freelance web developer. During her free time she reads fashion magazines such as Vogue and Nylon, and always watches the new collections on style.com every season. Enjoys yoga and pilates as her exercise routine, but also loves to go on long hikes with her husband and her dog, Aurelius. Her favorite brands are Anthropologie & Toms. She hopes to one day make a notable difference in the world and start her own charity.

Emma

Emma

Ideations

Three new branding and packaging directions for three different products: lipstick, mascara, powder.

Ideations

Ideations

Packaging concepts: box into reuseable mirror, makeup brush holder, holiday sets, bamboo ‘sunglass’ holder, bags, etc.

Ideations

Product & Brand Proposal

“Naturally Chic” rebranded Tarte Cosmetics mixes more feminine touches with organic shapes and textures. Floral abstract graphics stay in line with Tarte brand but elevate the audience and value. Donates a portion of the product to Sustainable Amazon Partnership and has more information on packaging of charity and Tarte’s impact on the environment. More information about recycling options and easier to open packaging. Rebranded Tarte looks more cohesive and is a more easily recognizable brand.

Still uses purple as main color of packaging and bamboo as major aesthetic in designs.Tries to use more organic and round shapes as opposed to stark straight lines. Metallic stenciling and matte purple recyclable materials. Peony Holiday Gift Box encompasses brands motto and purpose. Provides an entire experience that lasts as long as you wish. Open up the layers of the box to reveal your presents inside, like opening up a gift. Design chosen for tactile/interactive package experience while maintaining ultra feminine feel at the same time as being organic.

Product & Brand Proposal

brand graphic

brand color

gill sans lightbaskerville

heavyweight cardstock packagingmetallic stenciling detail

Concept Board

Before & After

Before: brand is lost in its packagingdifferent graphic styles, colors, fonts, shapes, etc. not recognizeable branddoesnt execute fashionable and good for you at the same timelesser valueyounger demographic

After: same color, graphics, font, materialshigher valuemore recognizeable & cohesiveolder demographic

Thank you.

Michelle PappasFashion Design: Product Development

Class of 2013 (co-op ‘14)937.573.7037

pappasmr@mail.uc.edu