Packaging Body Shop
The Body Shop, believe "... there is only one way to be beautiful, nature’s way". This ethos has been fundamental since the company’s establishment. Upon delving into this concept I wanted to highlight the range of natural ingredient beauty products available, but also show an artistic display to how beautiful nature can be. Dame Anita Roddick (the brand founder) whilst travelling the globe discovered and created beauty rituals and ingredients for mainly women and men and has ethically shared this work of natural artistic beauty with the world.
After researching The Body Shop I discovered it main target audience was woman aged 16+. Although this is their main consensus, the company does directly market over 23 products for men.
When creating the packaging I, like the company wanted to address the growing environmental concern. I decided to assist with reducing the companies Carbon footprints, by prohibiting no more than four spots colours to be used across all ranges. In fact one of the designs for Liquid foundation is even Black and White as the foundation's colour along with the artistically styled 'pop-art' facial image is more than effect enough. The use of colour can also be manipulated along each range to reflect scent/fragranced products which is inline with current Body Shop marketing. The textured or Pattern effects can also be used to reflect the properties of the product.
In comparison to other cosmetic companies selling its products through various retailers (mass market, specialised retail, pharmacies etc), The Body Shop is marketing
its products exclusively through its own or franchised stores and retaining it core values through these new designs.
If I were to improve upon this project I would integrated more ‘pop art styled’ facial images into the main aspect of all the design so it can connect and stimulate the users more easily. For example with the soap design, more development could have gone into the textures and patterns available to represent white musk and also more integration of my brand theme of natural beauty imitating art.
Packaging and branding have always been one of my many passions and this project allowed me to delve and rediscover some key design skills; such as adequate research and understanding the market your designing for.
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| Author: | Ni-Shou Tran | Date: | 04 March 2011 |