Skincare company Simple has unveiled a global brand refresh for its Active Skin Barrier range, created in collaboration with branding consultancy Lonsdale and aiming to provide a clearer distinction from its core range. The range is currently rolling out in the UK, with a global rollout due to follow.
Simple says the Active Skin Barrier range was developed to address a broader set of skin concerns with ingredients that provide cellular level damage repair and prevention. However, the range’s aesthetic leaned too closely to the core range’s ‘friendly, approachable’ look rather than signalling advanced performance.
For the new design, Simple’s wordmark was altered by removing the leaves above the logotype, bringing more attention to the company name. The updated colour palette pairs Simple’s usual green and white with gradating metallic tones, designed to create an ‘easy navigation system’ across six sub-ranges.
The company adds that existing printing techniques were used to layer transparent, opaque, and raised inks to add depth and tactility, and metallic effects used to express ‘technology, precision, and performance’.
Michelle Mak, creative director at Lonsdale, commented: “Skincare brands have proliferated drastically in the last several years, with new product innovations, complicated routines and endless steps becoming the norm. This refresh lets Simple bring a more expert, premium feel while staying true to what people love: clear benefits, no clutter on the pack, and no clutter on your bathroom counter.”
In similar news, beauty and wellness company Nu Skin relaunched its ageLOC Tru Face line last year with packaging designed to cut down on waste, lower carbon emissions and utilize recycled materials. The company’s ageLOC Tru Face Future Serum uses a refill system, said to reduce packaging waste by 72% per refill and estimated annual packaging waste by 53%.
More recently, Aptar Beauty introduced a new dropper packaging solution for skincare and dermocosmetic products, featuring an automatic filling system and a short applicator for simple and hygienic dosage. The short applicator is designed to avoid contact with the formula, avoiding bacterial contamination, and the soft actuation and ‘high-precision’ pipette are set to facilitate ‘clean’ and ‘controlled’ product application.
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