Pond's White Beauty range for the millennial Asian female market. The 'Pure You' creative was Percept's pitch for this packaging design concepts project.
With a market saturated in cosmetic products, millennial women have so many options to choose from, as a result they seek innovation, honesty and confidence in packaging design concepts.
Percept were invited by open innovation platform Jovoto to submit concepts for this Pond’s White Beauty project. The challenge was to create a design that appeals to Gen Y Asian Females and achieves the balance of slick and contemporary design with a credible, professional and feminine feel that will connect with the target audience.
The key objective was to disrupt the category, creating a younger feel for the packaging and have immediate standout from competitors.
The ultimate desire is ‘purity’ in skintone – this concept is built around the feeling of empowerment that comes from taking control of your skincare and the journey to lighter and brighter, youthful-looking skin.
Percept put forward packaging design concepts with the leading statement ‘Pure You’, which is both positive and inspiring. The stripped back, yet colourful design is courageous and striking. ‘Pure You’ is the hero message that drives the packaging, its strength is in its simplicity.
The type is clean and strong to ensure the message is legible. The colour palette is bold, vibrant and engaging, so as to cut-through in a saturated market. At this stage it is unclear whether the client will put this concept into production, although the packaging design concepts have been applied for consideration to Daily Sunscreen SPF 15, Day Cream Normal Skin and the Facial wash.