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Personnelle – Beauty Masks
By : Cabana Séguin
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Communication Design / Packaging : Silver Certification
CELEBRATING INCLUSIVITY
Designed with meticulous attention to detail, the packaging for Jean Coutu’s new range of facial masks seeks to meet the varied needs of customers, with no fewer than 13 different products formulated to address specific beauty concerns ranging from hydration to regeneration.
One of the more remarkable aspects of this new range is its embrace of inclusivity and diversity. Each package was carefully designed to reflect the diversity of Jean Coutu’s clientele. The different illustrations depict an array of unique faces, representing the different skin types, ethnic origins and gender identities. This approach enables a large number of consumers to feel represented and included, or at least attuned to a vision of the world where beauty is celebrated in all its manifestations and where each person feels represented and valued.
Thanks to the uncluttered, contemporary design and bright colour palette, the packaging quickly captures the consumer gaze on-shelf. This dynamic esthetic, coupled with a clear presentation of each product’s key ingredients, facilitates the purchase process for customers, enabling them to make informed skin care decisions. The use of a matte varnish enhances the modern feel of the range.
This new range is a watershed in the beauty industry because it sets new standards for inclusivity and diversity. The packaging for Jean Coutu’s facial masks is sure to herald progress and positive change in this field.
By encouraging a positive body image and celebrating diversity, these packages go beyond their simple utilitarian function and serve as a powerful means of promoting self-esteem and inclusivity in the beauty industry. By emphasizing diversity through their illustrations and by offering products adapted to all skin types, they mark a milestone in the promotion of a beauty that is truly inclusive.
By reflecting the diversity of its clientele in its packaging, the brand sends a powerful message for the acceptance and value of all types of beauty, thereby strengthening the brand–client bond and establishing a sense of belonging and mutual trust. These packages for facial masks thus inspire and encourage customers to embrace their uniqueness.
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