Aveeno Positively Radiant
Triple Boosting Serum
Triple Boosting Serum
Line Extension Product Launch
The Triple Boosting Serum is a further line extension to the Aveeno Positively Radiant line of mass market facial and skincare products.
The serum offers significant efficacy at a very accessible price point, however as such, the packaging budget on this product was extremely challenging. Despite the cost constraints, as a new product, it was very important to ensure that the look was aligned with the overall redesign strategy of the Aveeno brand. The creative direction on this project was subcontracted to Eric Hoffman of Hoffman Design.
In order to gain alignment with the more expensive new product introductions and restages being launched by Aveeno, it was critical for the Boosting Serum package to fit the brand cues already established, particularly with the flagship Ageless line of facial care products.
Ageless and Ageless Firming both utilize cartons that incorporate a plastic/paper combination in the form of sleeves or inserts. Unfortunately, the budget for the Serum did not allow for this kind of design flexibility. As a solution, a single right-sized PET carton was chosen, and to cue the feel of an insert, all artwork was reverse-printed on the inside of the carton. This gave the package a unique look, with a good deal of depth and dimension that could not be achieved otherwise.
Furthermore, the single piece PET carton was very rugged, and held up well under the stresses of in store 'pusher bar' display systems, which had previously damaged earlier Aveeno cartons which used traditional cellophane windows.
