Maesa designs retro packaging for Icing color cosmetics line

By Katie Nichol

- Last updated on GMT

Related tags Cosmetics

Contract manufacturer Maesa has designed and created the packaging for a retro-inspired cosmetics collection from Icing Stores (Claire’s Stores) that is targeted at young women in their 20’s.

The Flaunt cosmetics line, which was set to launch on 14 October 2010, captures the retro spirit of the 40’s and 50’s through the use of pin-up girl characters that embody characteristics of 50’s icons such as Marilyn Monroe and Bette Davis, according to Icing Stores.

“The colors are also very in-line with the vintage appeal,”​ Jennifer Lezan, Marketing and PR co-ordinator for Icing Stores told USA. “The softened colors create an antiqued feel and the creative patterns really add to the personality of each of the boxes and the typography also gives off a chic old world element as well.”

Appeal of retro packaging

Retro-inspired packaging has been used by other cosmetics and personal care brands including Benefit and Soap & Glory, and according to Icing Stores, it is a style that appeals to many people.

“Retro glam is always a mainstay trend in fashion and therefore certain types of people just absolutely love and connect with it,”​ Lezan said.

The Flaunt collection is comprised of 49 items that include three signature fragrances in customised bottles, fragrance tins, purse sprays and scented body lotions, and the color cosmetics products include eye-shadows, bronzers and lip glosses. Branded make-up tutorial kits and gift sets also feature in the range.

“The kits are a great way for people to learn new ways to utilize different kinds of cosmetics. People tend to stick with a general makeup routine and if we give them something new, we want to make sure that they know how to use that new look,” ​said Lezan.

Targeting younger consumer demographic

As Icing’s main consumer demographic is young women in their 20’s who the brand imagines to be either still in college or starting her professional life, the range has an affordable price point of between $4 and $30.

“The 20-something is a girl who is looking for new and fun cosmetics, but who doesn't always have the big bucks to spend on brands like MAC or Benefit,” ​explained Lezan. “Therefore, we created a line that was within her budget, but that still appeals to her in great packaging and well made beauty products.”

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