| Target Corporation - Sonia Kashuk Packaging
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Image, Summary/Rebrand Strategy, Credits
Summary: Challenge - Although it was a high-quality cosmetic line at a lower price point than most department store brands, Sonia Kashuk packaging did not live up to the brand. It communicated value before communicating quality. Like other value driven brands of make-up, the colors were hidden behind a solid package, preventing potential buyers from seeing what they were getting. Strategy - Target wanted this exclusive line of cosmetics, geared toward women ages 28-50, to compete with those found in higher-end department stores. It was important to increase the “shopability” of the product, or make it easier for the customer to find what they want. The existing strength leveraged is that Sonia Kashuk is a highly sought-after New York make-up artist. The beautiful color palette and soft textures of the cosmetics sell themselves. Result - Sonia Kashuk has become a brand consistent with Target’s personality and other design-conscious products, and the sophisticated look helps it compete with high-end department store brands. Since the right color is a priority for women shopping for cosmetics, windowed packaging highlighting the beautiful color in this line moves the consumer to want to buy it. Credits : Client : Target Corporation - www.target.com Creative Firm : Bamboo - www.bamboo-design.com Creative Director : Kathy Sorano Designer : Kathy Sorano [back] |
