In Closing: Cartoon-Cute
Smashbox Cosmetics’ new Tokidoki line is playful, yet sophisticated.
By Jennifer Kwok, Managing EditorSimone Legno is an Italian artist well known for his Tokidoki brand of Japanese-cartoon, anime-style illustrations. Tokidoki artwork has appeared on everything from LeSportsac handbags to fashions worn by pop stars. This season, Smashbox Cosmetics partnered with Legno to create its Tokidoki limited-edition spring makeup line.
“It’s something we started thinking about a year ago,” says Davis Factor, chief creative officer and co-owner of Smashbox with his brother, Dean. “Simone is a good friend of ours, and we thought incorporating his artwork would be refreshing and different.”
“It was a good opportunity for cross-promotion,” adds Nina Van Arsdale, public relations and events manager for Smashbox.
At the Factors’ request, Legno designed illustrations of girls applying makeup. In some cases, the illustrations were applied to the makeup packages using standard decorating techniques such as silk-screening or hot stamping. Other, more-detailed images, such as those on the eye shadow compact, were achieved with heat-transfer labels.
“Originally, we explored silk-screening decorating options, but because of the intricacy of the artwork and the detailed nature of the colors, we opted for heat-transfer labels,” says Sylvie Rouaix, vice president of product development for Smashbox. Smashbox’s graphics department had to ensure that the clear heat-transfer labels blended seamlessly with the mostly all-black cosmetic packages.
The components are all stock and include a square compact for an eyeshadow quad, a lip gloss bottle, a stick package for a skin tint, a round blush compact, and a tube for a luminizing lotion. These packages were supplied by Wormser Corp. (Englewood, NJ). A compact-style mirror and a fan-shaped brush were supplied by Anisa International Inc. (Atlanta).