Oriflame’s latest personal care packaging design
Oriflame’s HairX Advanced products are a collection of treatments intended to stimulate hair growth. The new packaging design takes into account the products’ formulation, benefits claims, and the aesthetic expectations of the company’s target consumers.
In a bottle
The tapered cylinder containers are printed with a gently authoritative font and list the product benefits clearly. ButterflyCannon placed an icon for the collection’s active ingredient on the container as well. And, “the soft teal colouring, combined with the grey and silver give a sleek and metallic finish, which nods to luxury as well as the products’ scientific background,” observed PackagingEurope.com.
The two companies have worked together before. “ButterflyCannon continue to produce beautiful designs as our relationship with their team develops. The design for HairX NeoForce is another success, clearly illustrating the high performance and expertise behind the products,” said Georgios Tsanos, global marketing manager at Oriflame.
The creative team at ButterFlyCannon strives to illustrate a brand’s essence with the packaging they develop. “Our aim with the design for the HairX NeoForce range was to visually convey the benefits of the product using a confident, minimalist approach,” Jon Davies, creative director and co-founder, ButterflyCannon.
Collaborations
The London-based design firm previously created packaging for Oriflame product lines, including Swedish Spa and true perfection skin care items, the anti-aging skin care line ecollagen, and basic HairX products.
“We design brand experiences through packaging….We consider the whole design execution; visually, physically, functionally and verbally,” asserts the ButterflyCannon site.
Progress
“The geopolitical instability in our important markets Russia and Ukraine and the sharp devaluation of their currencies have impacted operations, sales and margins negatively,” Magnus Brannström, CEO at Oriflame commented upon the announcement of the company’s2014 Q4 numbers.
The company, based in Switzerland, has been under investigation in Russia for tax issues for several years. Nonetheless it seems committed to continuing its business there, as a direct sales company and as a manufacturer. Just last month Oriflame opened a €150 m facility there to produce cosmetics and personal care items, from lipstick to soap and deodorant to shampoo. “The launch of our new factory in Noginsk is an important milestone for Oriflame, as the Russian market is, and will continue to be essential for the company,” Brannström commented.
India looks to be a valuable market for the company as well. “India is the fastest growing market for us, and it is seen as the largest market in [the] near future,” said Niklas Frisk, the company’s managing director of India, in a conversation with Business Standard. “By 2016, we want to reach 90 per cent of the population in India, it’s our stated goal,” said Fisk in earlier comments.
