Packaging & Product Engagement

Advertising Report Launch: PSFK X Complex's "What's Next: Generation Antidentity" Is A Guide To Engagement That Transcends Labels

Moving beyond labels like genre and demographic to engage audiences in an age of ever-evolving identity

Brand Activation & Immersion How Brands Can Get In The Game

It's off to the races for 2020. Here's why everyone from retailers to content creators is betting on gaming to innovate their reach—and inspiration for how you can get in the game

Baby Boomers Pause Well-Aging offers all-encompassing lines of products designed to tackle different stages of menopauses

Pause Well-Aging is a skincare brand designed to be used throughout all three stages of menopause, from perimenopause to menopause and postmenopause. In addition to products like Hot Flash Cooling Mist and Collagen Boosting Moisturizer, the brand’s site also offers a community page dedicated to sharing real-life menopause stories from its users, providing shoppers with direct support and affirmation.

Beauty Better Not Younger destigmatizes the process of aging with haircare products for modern older consumers

Haircare Brand Better Not Younger targets consumers age 45 and older with a line of products specifically designed to address the hair concerns associated with aging, such as dryness, thinning and gray hair. With its bold, modern packaging and videos celebrating life after 45, the brand aims to challenge the stereotypes associated with aging.

Fashion & Apparel Revlon collaborated with plus-sized model Ashley Graham on an exclusive lip kit and color

Cosmetics brand Revlon collaborated with plus-sized model Ashley Graham on a limited-edition lip kit. After Revlon and Graham’s first collaboration sold out in three hours, the duo decided to release a second kit featuring a new lip color, Unapologetic. Amazon Prime members were given exclusive access to the new kit before its official drop via pre-order.

Design Starface redefines the unpleasant experience of a breakout with fun, Instagrammable pimple patch

Skincare brand Starface is fighting the stigma associated with acne through its bright yellow, star-shaped hydrocolloid pimple patches. Developed by former ELLE.com beauty director Julie Schott, who has written about her own struggles with acne, Starface turns acne treatment into something fun and Instagrammable rather than something to be concealed.

Packaging & Product Engagement CVS’ Beauty Mark initiative promotes unedited marketing images on branded products to eliminate imagery

National Drugstore chain CVS Pharmacy launched Beauty Mark, a watermark that appears on CVS-branded imagery that has not been altered. With 70% of its imagery currently unaltered, the drugstore is committed to having all of its marketing materials across its stores, website and social media channels reflect this level of transparency by the end of 2020.

Merchandising & Curation Sunnies Face leads the way for makeup that caters the warmer Southeast Asian skin tones

Sunnies Face is a beauty brand whose lip and foundation shades were developed specifically with Southeast Asia’s warm skin tones in mind. Similar to K-beauty, F-beauty, or Filipino beauty, has sprung up to cater to darker Southeast Asian skin tones. While many Asian beauty brands only cater to lighter skin tones, outliers like Sunnies Face are filling a void within the inclusive movement.

Beauty Inclusive beauty brand UOMA Beauty debuts at Ulta with 51 shades of foundation and six different formulations

Beauty retailer Ulta launched UOMA Beauty, a cosmetics line founded by Nigerian-born entrepreneur Sharon Chuter. The exclusive collection features more than 51 shades of foundation, which are available in six different formulations designed to address different skin concerns, such as hyperpigmentation or redness, ensuring that consumers can find a foundation that not only matches their skin tone but meets their individual needs.

Millennials Birchbox and Refinery29 Unbothered celebrate Black women with curated beauty kits featuring Black-owned brands

Birchbox, provider of monthly beauty and personal care subscription boxes, partnered with R29 Unbothered, a media platform aimed at Black Millennial women, to create two specially curated beauty kits for Black female consumers. Using data and insights collected from focus groups and a survey of more than 1,500 Black women, Birchbox and Unbothered created the “It’s Your Crown” hair kit and “Stay Radiant” skin kit. Each box features products from Black-owned or Black-founded brands, along with illustrations from Black, queer illustrator Loveis Wise.

Innovation Atolla leverages machine learning to deliver hyper-personalized serums

Skincare brand Atolla uses machine learning to create personalized serums based on each individual’s skincare needs. Each month, customers receive a Skin Health Kit in the mail and first answer a series of questions about their skin and lifestyle, then use special test strips to measure the moisture and pH level of different areas of their face. Atolla then creates a custom serum for each user based on their individual needs, using a machine-learning algorithm to track skin changes over time and adjust the formula

Health L’Oréal partners with uBiome to advance skin microbiome research for future products

Personal care company L’Oreal partnered with microbial genomics company uBiome to research the skin microbiome and inform future development of skincare products that can address the needs of each individual’s unique bacterial ecosystem. L’Oreal’s research has found a connection between the skin microbiome and certain skin conditions, such as rosacea and eczema.

Design L’Occitane leads the way for inclusive packaging for visually impaired consumers

French beauty brand L’Occitane started incorporating braille on its packaging in 1997 to make its products more accessible to visually impaired consumers, and today nearly all of its packaging has braille. Although placing braille lettering on smaller products, such as soaps, proved technically challenging and led to an additive cost of 25%, the brand was willing to absorb these costs so that it could be as inclusive as possible.

Innovation Skinmade’s in-store kiosks utilize machine learning to create on-demand custom skin creams

German skincare startup Skinmade has in-store kiosks that create skin creams custom-made for each client. The machine analyzes a client’s skin condition, then processes the results using cloud-based machine learning algorithms that determine the formula of the cream. The product is then quickly formulated within and dispensed by the machine.