Estee Lauder are one of the UK’s leading cosmetics, fragrance, and skincare brands, with an exciting range of products and a distinctive branded packaging style that immediately makes Estee Lauder products stand out on the shelf. We were delighted, therefore, when our customer Protega invited us to work in partnership to produce a range of in-store gift wrapping products for Estee Lauder’s Too Faced imprint as part of their “Always On Gifting Campaign”. Estee Lauder’s standalone Too Faced cosmetic brand is aimed at young adult customers in the Gen Z market, and includes a stylish variety of skin care, eye, face, and lip cosmetic products to suit a range of modern make-up styles.

The challenge

Estee Lauder’s challenge was to establish a new in-store gifting service to increase customer options for purchasing Too Faced cosmetic products as gifts. The packaging and gift wrap design element was a smaller element of a larger project involving a wide range of contractors and spanning all Too Faced UK retail outlets. It was important that the project was completed in time for the in-store gifting service to be launched in advance of the pre-Christmas present buying season.

How we helped

Our contribution to the project included bespoke designed gift wrap, gift bags, gift boxes, and luxury rope handle bags and ribbon, all printed with the beautiful Too Faced bespoke design, and including gold screen and foil print.

The Too Faced brand makes strong use of pinks and golds to create a fun and approachable cosmetic aesthetic for younger female customers, combined with a sense of style and sophistication. We aimed to capture this brand aesthetic through our packaging, while also injecting a sense of timeless beauty and charm to appeal to people purchasing the products as gifts for family and friends.

Bold lines and sharp edges were paired with delicate floral and bird motifs, and strong but subtle ribbon detail, to create a distinctive gift packaging style that speaks of luxury and attention to detail while fully aligning with the brand’s aesthetic.

Outcomes

The gift wrap, bags, and ribbon we produced were all branded using very different print methods! In order to ensure colour consistency and brand cohesion across the full product range, we worked closely with our partners at Protega and the creative team at Estee Lauder to meticulously curate a unified colour palette that reflected the Too Faced identity. Through collaborative brainstorming sessions, product testing and regular refinement, we were able to convey a harmonious blend of shades across the range so that all items complemented each other and the Too Faced brand.

The final packaging products were made available to a central distribution centre so that they could be distributed to individual stores as needed, and customers reportedly love the gift wrapping service!