THE CHALLENGE

Urban Skin Rx, a company specializing in clinical skincare for diverse skin tones houses (2) skincare lines. The first is a entry-level line for the consumer who mostly buys retail, and a more prestige line sold DTC and upscale vendors. Through the packaging design, how can we differentiate the two?

THE ANSWER

For the consumer buying the retail product sold mostly in Target and Walmart, visual cues are extremely important. Including an image and swatch on the exterior packaging takes the guesswork out of what’s inside the box, and consequently more consumers are willing to try the product. For the more prestige consumer, a stronger, elevated design for “shelfies” and prominent ingredient callouts are most important for this shopper.

OLD - Prestige (Pro Strength Collection)

NE - Prestige (Pro Strength Collection)

OLD - Retail (Even Tone Family)

NEW - Retail (Even Tone Family)

OLD - Retail (Clarify Family)

NEW - Retail (Clarify Family)

OLD - Retail (Restore Family)

NEW - Retail (Restore Family)