French designer provides contemporary packaging for Bourjois and Coty

By Katie Bird

- Last updated on GMT

Related tags: Color

Clean lines and simple, contemporary colour schemes characterise
QSLD's recent campaigns for Bourjois and Coty, in an attempt to
attract the sophisticated consumer looking for convenience in their
cosmetics.

Bourjois, has chosen French designer Denis Boudard, the President of QSLD Design Group, to design the packaging for its new range of mascaras 'Waterproof Easy' and lipgloss range 'Eau de Gloss'. The range of waterproof mascaras is aimed at fun loving consumers who 'love their lashes to look their most luscious even at the beach', and Bourjois asked Boudard and his team to create a 'modern and seducing look that would embody the ease of use and convenience of the product​'. 'The celadon blue and chocolate tawny colours are both sophisticated and resolutely contemporary'​ says Boudard, truly reflecting the character of the product. Similarly, Boudard wanted to reflect the innovation of the waterbased lip gloss range, attempting to capture the essence and convenience of the new product. For this product Boudard created clear pots and lids, with clean lines and simple, stylised labels to reflect the futuristic, innovative nature of the product. For Coty's brand Esprit the theme was tropical, sunset beaches with exotic bamboo motifs, reflecting the fragrance 'Night Life' - a cocktail of pineapple, fresh coconut, almond blossom with a musky undertone. The packaging combines clean, streamlined horizontal lines with exotic looking bamboo stalks and tropical flowers in warm colours to evoke the summer nightlife concept. Boudard's designs are innovative and sophisticated yet all three give a clean, streamlined feel, appealing to the carefree, youthful consumer. This unfussy approach to packaging is becoming something of a trend in the world of cosmetics. For example premium oral care brand Rembrandt has recently rebranded its whitening range opting for simple, minimalist packaging with straight forward colour coding to determine each product line. Many companies have been using the back to basics approach, opting to update iconic traditional designs rather than replace them altogether; exemplified by last years German Packaging Award that went to Dieter Bakic for their modern update on Nivea's classic round tin. QSLD has been at the core of the French Luxury scene for more than a decade, designing for Coty, Puma, Lacoste, LVMH, Paco Rabanne and Lancome, amongst others. The US branch, QSLD New World, specialises in outer packages and bottles that help luxury brands to reach their target audience.

Related topics: Packaging, Color Cosmetics, Fragrance

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