Designer Interview: Paul McLaughlin
Paul McLaughlin
Liz Claiborne Cosmetics
By Marie Redding, Senior EditorJuicy Couture, Usher, Lucky Brand Jeans, Ellen Tracy, and Realities are just a few of the fragrance brands that Paul McLaughlin, creative director for Liz Claiborne Cosmetics, has helped to shape. His expertise lies in translating abstract brand qualities into package designs that leave a lasting impression.
McLaughlin’s most recent project, Juicy Crittoure, falls under a new, growing category—luxury beauty products for dogs. The goal of all Juicy brands is to make sure that customers—and now their dogs—feel as if they’ve entered a luxury world when using their products. McLaughlin accomplishes this by being careful not to overlook even the smallest detail. “It’s always the little things that matter most, for any design project. It will make all the difference and help to convey the brand’s message,” McLaughlin advises.
Juicy Crittoure launched last November. The line includes Dog Shampooch, Coif Fur Conditioner, Soft Spot Coat Conditioning Mist, Polished Paws Nail Polish, Paw Polish Remover, and even a luxurious Eau de Pawfum. The over-the-top packaging is elegant, yet also reflects the brand’s whimsical sense of humor.
“The packaging is quite elaborate,” says McLaughlin. The signature pink and brown colors used on the Juicy Couture fragrance packaging are also design elements for Juicy Crittoure’s packages. The shampoos and conditioners are in plastic bottles with labels. The nail polish remover is packaged as individual wipes for greater ease of use on paws. The wipes are tucked inside a carton printed with a Scottie dog pattern.
The fragrance is packaged in the same glass bottle used for Juicy Couture’s fragrance for women. McLaughlin redesigned the bottle with a few changes. A metal emblem, die-cut in the shape of the Juicy Couture logo, is chocolate brown. A red, white, and blue ribbon symbolizing “best in show” is wrapped tightly around the bottle’s silver collar. A gold medallion hangs on the ribbon and can be used as a dog tag. One side of the medallion is embossed with the Juicy Crittoure logo, and the other side is blank so that a pet’s name can be engraved on it. The fragrance’s carton, supplied by Shorewood Packaging, is decorated with a herringbone Scottie dog pattern.
Part of McLaughlin’s job is to determine whether or not a new line introduction is right for a brand, but there was no hesitation about launching Juicy Crittoure. “We thought it suited the brand perfectly. [Juicy Couture’s founders] Pam Skaist-Levy and Gela Taylor take their company seriously, but there is a humorous side to the brand, which we try to express through the package design,” McLaughlin explains.
McLaughlin first met Skaist-Levy and Taylor two years ago when he began developing the Juicy Couture fragrance line. He feels that long-term relationships always help to make sure projects run more smoothly. “I have a much better understanding of the Juicy brand now and the direction they want to go in,” he says. “They also know me better, so it’s much easier to work together,” he adds.
Working on different projects for different brands at the same time can also become hectic. McLaughlin just completed Usher’s fragrance line for men and women, as well as a new Juicy fragrance for men, both of which are expected to launch soon. “I like having too much to do,” he says. “You have to be a chameleon and be able adapt to a different brand every day. I think that’s one of my strongest abilities.”