Image courtesy of 5W Public RelationsImage courtesy of 5W Public Relations
Iredale Mineral Cosmetics, Ltd., manufacturer of jane iredale – THE SKIN CARE MAKEUP, recently unveiled its new product packaging as well as a new logo treatment. Characterized by a fresh layout, inviting colors and textures, integrated QR code technology, and environmentally responsible materials, the packaging symbolizes the brand’s bright future and complements its 20th Anniversary this year.
“We’ve designed our new packaging to be clear, distinct, consistent and engaging, and are excited to begin our 20th anniversary year with a refreshing new look,” says Sarah Steven, Vice President, Marketing for jane iredale. “While they may not realize it at the time, consumers actively evaluate packages on shelves in seconds. Our new packaging conveys our brand story with consumers through colors that represent the vibrancy and purity of nature, and special touches that emphasize the value and quality of our products.”
The new packaging uses clean, bright, optimistic colors to capture the essence, mood, and feeling of the jane iredale brand. Coincidentally, one of the colors chosen for the logo is Radiant Orchid, which has since been named Pantone Color of the Year for 2014. The soft gray chosen for the font is more feminine than the ubiquitous black typeface seen on most makeup boxes, and the embossed treatment of the logo and soft touch of the carton add textural elements that pop from the shelf and feel luxurious in the hand.
Creatively placed QR codes are featured on the inside flap of each carton. When scanned, the QR codes direct users to a jane iredale application video demonstrating how to apply that particular product.
“Beauty is the second most-watched category on YouTube, and sharing videos through packaging is just one way to further engage with and educate consumers,” says Steven.
Reflecting the brand’s commitment to the environment, the paper used is fully recyclable and sourced from renewable resources. The ink uses natural tree resin systems and vegetable oils to reduce volatile organic compounds by over 75 percent, while also being UV curable, reducing greenhouse gas emissions and overall environmental impact.
The Leaping Bunny logo, the leading animal protection group for cruelty-free certification, appears on every carton and certifies jane iredale as cruelty-free – not allowing for any animal testing at any stage of product development.
The new packaging began its roll out in March 2014, starting with core foundations and the new Magic Hour collection.
