Applications: Feeling Precious, Body & Soul
The rose-colored packages for Glitz stand out from the rest of the sea-foam-green Body & Soul cosmetic line. Vintage-style packages make products and their users feel like one-of-a-kind.
By Jennifer Kwok, Associate EditorDesigns reminiscent of past eras are showing up on many modern packages. While vintage styling is a growing trend, it is a look that Honolulu-based manufacturer Body & Soul has adhered to since the company's start in 1997. The packages for the December 2001 launch, Glitz, maintain the standard that Body & Soul sets for all of its products: high-quality design that is both timeless and contemporary.
"Our packages are the result of a lot of research and thought," says Brooke Berrington, the company's press contact. "We want users to feel that the Body & Soul product they're holding is special. Unlike the mass-produced look, vintage decor reminds people of a time when [cosmetics] were [cherished for] being unique and precious."
The company gets its inspiration from items found in thrift stores and flea markets. According to Berrington, elements of 1930s- and 1940s-style antique tins, bottles, compacts, and handbags are translated in the company's packaging.
Body & Soul chose the stock bottle for Glitz face and body moisturizer because it looked 1940s-style. Its heavyweight glass feels high-end, according to Joseph Payne, sales representative for Arrowpak Inc. (Carson, CA), which supplied the bottle. The bottle's luxuriousness helps to communicate Body & Soul's message that their packages are precious.
Similarly, the talc tin for Glitz face and body powder is reminiscent of art deco. The 0.7-oz stock tin was supplied by J. L. Clark (Rockford, IL).
The primary package for Glitz Eternal Lips lip gloss was also selected for its vintage appeal. The PETG containers, connected by a silk-screened metal band, feature a flared shape that Body & Soul had admired on several antiques. "The package fits in well with the look of the product line," says Jeffrey Schneider, president of World Wide Packaging Inc. (Livingston, NJ), which supplied the containers. "And customers get two lip-gloss shades in one convenient package."
While Body & Soul packages may look antique, their up-to-date features make them convenient for a modern woman to use. For instance, the small size of the orifice and sifter on the Glitz powder-talc tin reduces the risk of the powder spilling, making the tin more travel-friendly.
Although the Glitz products are permanent additions to the Body & Soul collection, the company designed their packages to feel like limited editions. The rose-colored Glitz packages stand out from the line's signature sea-foam-green packages.
Thematic graphics unify Glitz and the rest of the line. The result is an exclusive look for all the packages. One of the company's signature symbols is Gigi, the female icon that appears in different poses on the line's tins and compacts. "Gigi's aura of glamour and sophistication is timeless. She could be a modern woman, or a woman from the 1930s," says Berrington.
Another trademark is the company's patented keyhole-shaped cutout on the front of the cartons for the tins and compacts. The cutout is intended to make the user feel like a voyeur; only part of Gigi's image on the primary package lids is visible through the keyhole. "The user must remove a product from its outer carton to view Gigi fully," says Berrington.
Such thoughtful details can make a product and its user feel precious. "Users should be able to handle a package every day and not get tired of it," says Berrington. "Our packages are designed to make putting on makeup a delightful experience."