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DIVERSE EYELASH / False eyelash packaging

DIVERSE EYELASH
DIVERSE EYELASH

Discipline: Packaging

Qualified
for the Final Jury

DIVERSE EYELASH
DIVERSE EYELASH
DIVERSE EYELASH

Discipline: Packaging

Qualified
for the Final Jury

Japanese makeup company KOJI HONPO was suffering a drop in sales for their main product, false eyelashes. Sales were 50% down compared to the product's peak because makeup trends were moving away from a flashy to a more natural look. To reverse the slump, a new product was created, “DIVERSE EYELASH,” 16 different eyelash styles designed not just as makeup but also as a fashion accessory. The packaging designers created 16 illustrations of women to match the 16 different eyelash styles. The images suggest how women can mix and match their outfits with the product. Sales have rebounded dramatically, increasing sixfold in a month, and offer consumers a new, fun product for enhancing their beauty.

  • DATE OF LAUNCH 2019

  • DEVELOPMENT TIME 13 - 24 months

  • TARGET REGIONS Asia

  • TARGET GROUPS Consumer / User

Client / Manufacturer

KOJI HONPO Co., Ltd.

KOJI HONPO Co., Ltd.
Tokyo, Japan

Design

dentsu

DENTSU INC.
Tokyo, Japan

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