Challenge
The Client — Spanish brand krous – is a wholesale distributor of cosmetics and the owner of its own brand. The Product is a facial scrub in dry powder form of the saturated sea salts and minerals. It is a specifically natural, delicate product to clean the skin of the face and décolleté. To support the promotion of client’s unusual beauty product we wanted to create colorful and attractive gift box with provocative creative idea.
Solution
“Funny coincidence: in Spanish language the word “powder” is “polvo”, which is also the slang word for sexual act. We’s say, the client is lucky to have such product – the idea of naming came directly to his arms. This double meaning was taken for basis of bold creative concept." The Client wanted to elaborate creative visual concept and brand name, using the word “polvo”. We’ve decided to use the «Mi polvo de cada día» which means “My powder for every day”. It is easy to understand the double-meaning. Basically, there were two tasks to solve: to impress clients and create a bit provocative perception, and to make the idea positively perceived by distributors, so they’d want to order the product in this exact package. From one side, we dare to play with provocative double sense, from the other together with the client we wanted to create delicate and elegant design of the package. Decisions were taken very accurately: from the very beginning not all team members supported the concept. A scandal was about to occur among distributors the moment the client told them the idea. Somebody even said that he would not take this to his hands… and yet, we had started this risky operation Ahead there was a work with the perception and the senses, in order to turn a vulgar phrase into an elegant concept of light flirting. On the one hand, we are very daring to play with a double meaning, on the other, together with the client, we have planned to create a very delicate and elegant design of the packaging itself. The decision about the fine combination will work best for the target audience of the product. And distributor will not perceive the package, as a transition “over the edge”, and safely place the product on the shelf. To further intrigue the consumer we have come up with adjectives to place on the packaging, which can be both applied to a cosmetic powder and to a figurative meaning of the word «polvo»: Deep Pure Natural Impressive Tender Desired Delicate Unique To create visual solutions we have put together two key ideas underlying the product itself: a 100% naturalness and “marine” origin. The naturalness of the design reflects the shape of grass and leaves, and the origin — the movement, the dynamics of the sea waves, emerald tones and visual depth. We have deliberately used the soft and elegant design solutions, on the one hand, to shift the focus overall visual perception of the package hidden in the slogan of provocation, and on the other, to emphasize it on a closer look. So, to make an intrigue even higher and to complete a perception, in addition to the slogan, we came to put on the packaging also adjectives, "telling" about the product, which, however, may be description for both a cosmetic powder and a figurative meaning of the word "polvo» Finalists of the discussions were placed on the packaging: – Deep – Pure – Natural – impressive – Tender – Desirable – Delicate – Unique he results of package presentation surpassed even our positive expectations: the distributor, who had said he would never even take "THIS" in hands after the presentation said that he was amazed with the packaging and was ready to buy such product for personal use To extend the point of contact with the consumer, we have further engaged other areas. When the product Mi Polvo is taken home and put on the shelf, we add a playful mood and imagination of clients: inside the package another secret is hidden – when opening a box the bottom part opens like a flower – a great opportunity to continue the dialogue. On the “petals” there are some private messages waiting for our lady: – Always thinking about you! – Never let you down! – Remember me every day! Not to support this creative product and idea by activities in social networks would be a shame. We have offered to arrange a competition on instagram with the hashtag #mipolvodecadadia and as a gift a winner will get a decent supply of a series of products. In krous management has quickly responded to the offer and just during half-of the day the conditions of competition have been prepared and agreed. The Moment of Truth — the presentation of the finished and assembled packing to distributors. Marketing department and management of the client company presented the results of our joint work to its distributors, some of which had seen the product for the first time, and some had already heard about the idea and fiercely rejected even the idea to present THIS in their displays.
Results
The results of presentation surpassed even our positive expectations: distributor, who said he would not even take “THIS” to his hand after the presentation said that he was amazed with the packaging and was ready to buy such product for his personal use.
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