Editors’ Choice Award Winner: Cosmetics
ColorCards, Foundation Pouch
by Cargo Cosmetics
In 2005, Cargo launched two innovative packages that put a premium on portability and convenience of use—ColorCards and a first-of-its-kind liquid-foundation pouch. Hana Zalzal, Cargo’s president, explains the brand’s packaging goal. “If we can find ways to make it smarter and easier for the customer to use, we’ll continue to do that,” she says.
ColorCards comprises cards the size of playing cards that are printed with a single-use amount of eye shadow. Taken directly from the sample packaging industry, the cards feature supplier Arcade Marketing’s patented ShadeSeal technology.
“I thought it would be a great way for customers to be able to take four or five different eye shadow colors with them, without having to carry the full-sized eye shadow containers,” says Zalzal.
Awards panelist Jerrod Blandino, founder and creative director for Too Faced Cosmetics, says, “It’s a great way to allow customers to try Cargo’s color range.”
Cargo devised a clever way to market ColorCards. The cards are packaged like a deck of cards in a stock tin supplied by J.L. Clark. Prior to the launch of ColorCards, ShadeSeal had mostly been packaged by other brands with a more standard “sample” look, according to Louis Zafonte, senior vice president of sales, marketing, and business development for Arcade. “Traditionally, ShadeSeal has been attached to a paper carrier, such as a direct-mail piece or an in-store handout,” he says. “This is the first time they’ve been done with close-tolerance die-cut rounded corners and placed in a secondary package.”
Awards panelist Maureen Kelly, founder of Tarte Cosmetics, says, “The packaging reinforces the concept that makeup should be playful and fun.”
Last year, Cargo also revolutionized liquid-foundation packaging. For the relaunch of the brand’s foundation, it chose a collapsible silver pouch sourced from the beverage market. “I’m always looking for great packaging ideas in other industries,” says Zalzal.
Zalzal explains why she chose the pouch over a more traditional foundation bottle. “I liked the notion that the packaging collapsed as the product was used,” she says. “With a bottle, the packaging stays the same size, no matter how much product is left. Also, it can be difficult to get out the last few product servings. With a pouch, the packaging reduces in size as the product is used up.”
Zalzal says that sourcing the pouch was a challenge because it had never before been used by any company in the cosmetics industry. “Filling was also an issue because no one had ever put foundation in a pouch like this before,” she says.
Customers, as well as industry professionals, admire Cargo’s creativity when it comes to packaging. “I really like the Cargo philosophy in general,” says panelist Maiken Erstad, design director for Dragon Rouge. “It is a confident brand—fun and energetic. It’s not a terribly girly brand, and it is not a wallflower. It’s got attitude.”
Panelist Lisa Carroll, group creative director for Coty, says, “I think these packages are very innovative and contemporary. It is very exciting to see what Cargo is doing with its packaging.”