H&M Cosmetics
Packaging of the Month was taken from an article written by Andrew Gibbs in the September issue of Entrepreneur Magazine.
WHO: Established, a New York City-based boutique agency, has designed packaging for the revamped cosmetics line from Swedish fast-fashion giant H&M.
WHAT: The new range will comprise more than 700 makeup, nail polish, skincare, fragrance and hair-care products–including two new secondary collections: a premium beauty line and a line of Eco-conscious products–as well as seasonal releases of new and limited-edition color collections. The packaging features sleek black-and-white forms of juxtaposed with shiny metallic surfaces that elevate the product line, bringing a greater level of sophistication to the brand. Typography is kept to a minimum, with a premium gold-foil finish.
WHY WE LOVE IT: The packaging is a complete reinvention for H&M and a major upgrade from the earlier version–also designed by Established–which featured clear plastic with large block letters, reminiscent of a drugstore cosmetics brand. The revamp should allow H&M to compete with upscale brands such as MAC Cosmetics, Urban Decay and Sephora, and even luxury beauty products from the likes of Chanel and Marc Jacobs.
Given H&M’s history of collaborations with high-end designers such as Alexander Wang, Isabel Marant and Versace, the new packaging appears to set the stage for other high-profile extensions in the future.
ANDREW GIBBS IS EDITOR IN CHIEF OF ONLINE PACKAGING MAGAZINE THE DIELINE and EDITORIAL and CREATIVE DIRECTOR of HOW MAGAZINE.
