Packaging Digest is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Revlon dresses up packaging for new designer beauty tools

Revlon dresses up packaging for new designer beauty tools
A lace pattern adorns Revlon's designer collection of beauty tools for "masstige" appeal.

The latest beauty trends strut their stuff on runways across the globe—which is where Revlon found inspiration for the packaging of its new designer collection beauty tools. The line includes seven of the company’s most popular items.

The beauty leader partnered with renowned fashion house Marchesa and packaging design firm Anthem to create the trendy and cohesive packaging. By incorporating an intricate lace pattern seen in Marchesa’s glamorous runway fashions, the packaging design leverages prestige and mass appeal.

Not only has the packaging receive attention at the shelf from consumers in the form of brisk sales, it has also received industry accolades from the 2015 GDUSA America Package Design Awards. Anthem won a Certificate of Excellence for the package design in the competition’s Beauty and Personal Care category.

“This recognition acknowledges Anthem’s ability to use design to create brand desirability and influence consumers,” says Janice Jaworski, Anthem’s vp brand development, Americas. “Brands who leverage design to create that unique consumer experience—on both the physical and digital shelf—can generate interest, trust and loyalty. In the end, it’s about engaging and connecting with consumers and providing the right brand experience. Ultimately the right experience will drive brand performance.”

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.