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Imagery, tactility add dimension to U.K. beauty brand

Cosmetics company breaks the mold and category conventions through emotive cues and “attitude” with a new line of cosmetics.

Pw 4778 Makebelieve

Makebelieve is a challenger beauty brand that breaks the mold and category conventions of the U.K. self-tan sector through emotive cues and “attitude.” The brand was created to extend into related indulgent categories, and Makebelieve’s initial foray into cosmetics comes with the launch of its Enhance premium line of products.

“We felt there was something missing in this area, so we defined and sculpted a finished look in which the products would work with each other to support our core range of products,” says Mike Parsonson, Creative Director at Nude Brand Creation, which owns the Makebelieve and Enhance brands and also designed the Enhance packaging, which is now rolling out on store shelves in the U.K. “The challenge was creating packaging for cosmetics products and bringing it into the self-tan sector.”

The Enhance range of products is being distributed through Boots stores across the U.K., a region where graphics on cosmetics packaging tend to be simple. Nude Brand Creation heightens the graphic intensity on the Enhance line with black and gold colors on a foliage design, “so there is a visual language that speaks to the consumer that there is a link across the products,” Parsonson explains.

The cartons, from Beamglow, are made from Invercote paperboard and decorated with three coats of black ink, foil blocking on the Enhance brand name, and a coat of gold-color pearl varnish to provide an antique metallic finish. Five layers of visual and tactile effects give the cartons “soft, absorbent, and coarse textures,” notes Allen Luther, Nude Brand Creation Production Manager. “Early signs are that consumers are intrigued.”

The Enhance line includes Sunbeam Bronzer and Brush, Radiant Illuminating Concealer, Glow Tinted Moisturizer, Shimmer Lip Gloss, and Luminize Skin Highlighter.

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