Packaging design system
Skintimate®
Skintimate disposable razors
Building upon the established equity of Skintimate, a new line of disposable razors launched in 2020. Due to multiple challenges at retail with a crowded and busy shelf, the brand needed a fresh visual presence to break through at shelf and help consumers find what they are seeking: a great shave from a trusted brand.
Our challenge
Re-energize shopper engagement and drive purchase by evolving and optimizing the existing packaging design graphics to prioritize the key features and benefits of performance/skin benefit claims to deliver better product communication and value.
Our solution
Our design approach – simplify and establish a very feminine aesthetic with clear vertical hierarchy of messaging and elements that convey the Skintimate brand and product attributes in a modern and elegant package.
We began by simply giving more prominence to the most important product benefit – “shave so smooth you can skip a day.” While we whole-heartedly believe in a sensorial experience, understanding that scent is a secondary benefit (not primary) was critical to our design strategy.
To significantly increase the emphasis on value we created a hero image of the handles, in a fanned arrangement, that clearly communicates the number of razors in the pack at a glance. Featuring more of the razor handles also allowed us to show off the modern, vibrant colors that were being introduced and create more contrast and easier navigation at shelf.
Before
After
Packaging design optimization
Key Insights
Delivering beautiful, simple and superior propositions in product performance, packaging, brand communication, retail execution and value is how brands (like Skintimate® win with female consumers and retail partners.