Aveda Skincare Package Design Strategy
Issue:
Aveda had a well-defined reputation as a leader in haircare. Estee Lauder, Aveda’s parent company wanted to grow that success within the skincare space. Aveda already had several high-performing skincare brands, both over the counter and within the professional spa category, but they weren’t well known.
Goal:
Establish Aveda as a leader in high-performing skincare.
Action:
Aveda’s basic skincare line, Botanical Kinetics, was the starting point, the most well known of the existing portfolio. We made a strategic decision to evolve from a house of (little known) brands to a branded house and to layer in a high performing line of skincare (Tulasara) on top of the basic line in order to elevate the offering. We leaned into Aveda’s Ayurvedic heritage for unique formulations that brough skin back to balance (instead of addressing “deficiencies”), seeking inspiration from the 3 doshas of Ayurveda. We created bespoke illustrations and a new bottle shape with a design consultant with deep roots in the practice of Ayurveda and knowledge of Sanskrit.
Outcome:
By winnowing a portfolio of seven brands down to three united brands (Botanical Kinetics, Tulasara and Professional Spa) sales spiked upon the launch, putting us on the map as an authority in high-performing skincare. We also won a sustainable packaging award by launching with the first post-consumer white, coated carton, a true innovation.
Deliverables:
-Package design strategy (color, typography curation, custom illustration and photography)
-Design guidelines
-New unit tool development
-New product patent
-Sustainable outer packaging innovation