New skin care packaging from Audrey Morris Cosmetics International

The core business at Audrey Morris is health care supply chain services. According to bloomberg.com, the company distributes prescription drugs, proprietary drugs, as well as toiletries and personal care products.

This latest adjustment to the privately held company’s portfolio comes in part because of the “changing retail environment,” ​explains a press release about the new packaging. “Audrey Morris [upgraded] their packaging in an effort to protect the formula, be eye-catching, be unforgettable, and build brand reputation.”​

Mary Ann Lovre, President of Audrey Morris Cosmetics International, affirms as much in her remarks to the press about how the company is keeping its packaging relevant: “the new packaging not only looks great, it aims to keep the formulations fresh and long-lasting.” ​

“It has been the mission of the Audrey Morris team to provide its clients with the finest products, makeup and packaging the beauty industry has to offer,” ​she explains.

Artful packaging design​

Packaging is like tiny architecture; it’s functional, but done right, it’s also an aesthetic delight. Branding and visual designer FangYi Chu knows how that visual, emotional appeal gets into the object: “I believe that the most important aspect of design is storytelling,” ​she told Cosmetics Design​ last month.

“In addition to the rational and commercial consideration, I usually like to embed a scenario, which is according to my own experience and emotion, into the concept of the project.”​

Strategic packaging design​

Beauty brand reputation aligns closely with packaging design. And smartly made packaging can truly help sell product. Terri Goldstein, CEO of the brand strategy and design firm The Goldstein Group, spoke with Cosmetics Design​ several weeks ago about just how this aspect of design works.

“Central to Goldstein’s approach to beauty and personal care packaging design is her company’s shelf-sight sequence principle,” ​reported this publication. “It’s a way of understanding the in-store shopping experience of consumers and how they encounter, process, and select a given item.”​

By taking a rational approach to the process of shopping, brands create packages that consumers quickly recognize and easily describe / recommend to others.