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Soothing style calms tanning product fears

Package graphics for a new tanning lotion/skincare line feature a pattern of undulations, like swaths of silk, in hues of teal, gold, and magenta to convey a calming experience.

Pw 66087 Kissed By Mii 03

In creating the brand identity for a new line of tanning lotions and complementary skincare products from U.K.-based Gerrard Intl., design firm Pearlfisher London conceived a soothing, sophisticated style to convey a reassuring experience “in a world where tanning can be seen as complex, frenetic, and full of potential disaster,” the company says.

“The majority of self-tanning products are either brash or simple,” relates Pearlfisher Creative Director Sarah Cattle. “Kissed by Mii has been designed to be more calm and sophisticated, which quells previously common worries about the smell, shade, and longevity of different tanning brands.”

Kissed by Mii is formulated for use in spas, salons, and at home and comprises 12 SKUs, including an exfoliator, a mitt, gloves, moisturizers, and tanning lotions in two shades for all skin tones. The lotion is made with marine minerals such as coral seaweed extract and exudes a fresh, marine scent.

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