Aveeno Ageless Vitality
The Aveeno Ageless Vitality system was introduced as the halo product for Aveeno, with a price point well above the rest of the line. As such, it was crucial to make sure that this package communicated the Aveeno brand in the clearest possible terms.
Ageless Vitality leverages a new formula technology which was developed by Johnson & Johnson for use across the RoC, Aveeno and Neutrogena brands. Each brand is currently marketing a version of this formula (Roc Brilliance, Neutrogena Clinical). The product is sold in two-step kits; each with four small tubes and a single pump dispenser. There are three kits in the line, a day moisturizer with SPF, a night moisturizer and an eye serum.
The secondary package is a paper folding carton with a book-front which opens to reveal the product held in a pulp-fiber tray, reinforcing a natural feel.
As with the RoC Brilliance packaging, the carton itself utilizes a propriatary offset cold foil technology. In this instance, we used the foil strategically throughout the cover artwork, adding depth and dimension to the sand surrounding the product.
As with the RoC Brilliance packaging, the carton itself utilizes a propriatary offset cold foil technology. In this instance, we used the foil strategically throughout the cover artwork, adding depth and dimension to the sand surrounding the product.
The primary packaging cosists of four small HDPE tubes (.08 oz) colored dark grey metallic (the product is dark grey as well) with translucent green caps, and a small pump dispenser (1.0 oz), also with a translucent green cap.
The tubes are heavily metallic, with a lighter grey brushstroke detail silkscreened across them.
The pump bottle is Aveeno beige, with a version of the Aveeno leaf as a brand device. All printing on the pump dispenser package was accomplished through an innovative thermal transfer process, while the tubes were entirely silkscreened.
