Editors’ Choice Award Winner: Cosmetics
Commando
by Urban Decay Cosmetics
Urban Decay Cosmetics is known for launching unique packaging concepts. However, Wende Zomnir, the company’s founder and executive creative director, says that it’s her first and foremost goal to design functional packages with a purpose. That’s what the Commando lip gloss compact is all about.
Commando is a rectangular-shaped flat metal compact modeled after a dog tag. It hangs on a silver beaded chain. The compact slides open to reveal two pans filled with different shades of lip gloss. “Dog tags always have a raw, edgy sensibility to them, even when they are rendered as fine jewelry in precious metal. Their style just seemed to fit our brand,” says Zomnir.
The compact is made from Zamac and is supplied by HCT Packaging. “Zamac adds weight, so it feels like a substantial piece of jewelry,” says Nick Gardner, vice president of sales at HCT Packaging USA.
Awards panelist George Kress, vice president of corporate package innovations for The Estée Lauder Companies, says that Commando looks “hip” and “cool,” while at the same time imparting a level of luxury. “It has a substantial feel to it,” he says.
The front of the compact is de-bossed with a multilayer decoration featuring images of skulls, hearts, flowers along a vine, and the Urban Decay name. “We embellished it to make it more beautiful and feminine,” Zomnir says. The experts at HCT used a selection of computer-generated models to ensure the functionality of the components and to allow changes to be made prior to production. The compact’s size and pan depth were revised using this method.
The compact’s lavender color was achieved by electroplating. “The main challenge was ensuring the consistency of color during this process,” says Gardner.
Awards panelist Hana Zalzal, president of Cargo Cosmetics, feels that a package is ultimately a success if it reinforces a brand’s essence. “This one hits the nail on the head,” she says. “It’s edgy and fashion-forward and in sync with the brand’s imagery. The fact that it is meant to be worn around the neck for everyone to see the Urban Decay name is brilliant marketing.”
Panelist Paul McLaughlin, creative director for Liz Claiborne Cosmetics, agrees that this compact’s design makes a statement. “It’s a beautifully designed piece that fits the brand. I love it,” he says.
Awards panelist Peter Hargraves, section head for Procter & Gamble global packaging and device development, cosmetics, feels that Commando was undoubtedly a must-have item for fans of the brand when it first launched. “The Urban Decay brand is edgy, yet always practical in its designs,” Hargraves observes.
Practicality is the one thing Zomnir always strives for in her designs. “Customers don’t respond blindly to gimmicks. Women want to reapply lip gloss often, and this package makes it convenient to do so,” she explains. “I think that the bar is now set very high to deliver a great product paired with a great packaging concept.” In the future, Zomnir feels that consumers will demand even more slick functionality in packaging—and we are sure she’ll be ready to deliver it.