The document discusses a branding and packaging design workshop focused on organic cosmetics, highlighting the $170 billion cosmetics industry dominated by major brands like L'Oreal and Procter & Gamble. It emphasizes the health risks associated with synthetic chemicals used in cosmetics and advocates for sustainable, eco-friendly alternatives. The workshop aims to analyze branding, eco-conception, and the positioning of natural products as aspirational luxury items.

1. Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
C
Organic Cosmetics - nature the new luxury
12.2011 Paul Vickers

2. Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
C
“All art is an imitation of nature”
Seneca 5BC-65AD
“Less is more”
Ludwig Mies van der Rohe
12.2011 Paul Vickers

3. The cosmetics industry - all a question of image.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

4. The cosmetics industry - branding & packaging design.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

5. The cosmetics industry.
The worldwide cosmetics and perfume industry is worth $170 billion pa.
The industry leader L’Oreal, is followed by Procter & Gamble, Unilever, Elizabeth Arden, Helena Rubinstein,
Max Factor, Revlon, Estée Lauder etc.
The world’s first cosmetic market is the USA ($50 billion), followed by Japan (Y1.4 trillion),
Germany (€13 billion) and France (€7 billion).
It is an industry that is largely unregulated, or conveniently self regulated, allowing little control over what
goes into the products or what the advertising promises in terms of results and benefits.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

6. The health issues
Over 6 500 synthetic chemical product derived from the petrochemical and metallurgy industries and
are currently used in the skincare and cosmetics industry.
They include carcinogenic’s (causing cancer), neurotoxins causing infertility and birth defects,
allergy and asthma developing components, hormone disrupters, obesity inducers, pesticides and plasticizers,
chemicals including Parabens, Silicone, Phthalates, Dioxane, Aluminium, Ethylene Oxide etc.
Most of these toxins build up in the body over time and cannot be evacuated.
Ecological, organic and natural cosmetics, developed through eco-conception and produced in a sustainable
model offer a safe alternative to the current industry model.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

7. Some background on the cosmetics industries practice:
http://www.youtube.com/storyofstuffproject/#p/u/4/pfq000AF1i8
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

8. Joshua Onysko of Pangea Organics ‘The Truth about the Cosmetics Industry’:
http://www.youtube.com/storyofstuffproject/#p/u/4/pfq000AF1i8

9. Related media
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

10. Related media
http://vimeo.com/4849873 www.absolution-cosmetics.com
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

11. The challenge
Organic Cosmetics - nature the new luxury
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

12. Organic Cosmetics - the natural ingredients
Analysis of the cosmetic industry and luxury codes.

13. The challenge
How to position these natural alternative products,
sometimes perceived as marginal and artisanal but not luxury, premium
or scientific as the viable new luxury.
How can simple nature be perceived as aspirational?
How can we leverage the positive attributes of nature and ecology for your product positioning,
brand and packaging?
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

14. Analysis
Analysis of the cosmetic industry, beauty and luxury codes.
How does the industry communicate, what are the codes, iconography, semiotics?
Analysis of natural, ecological and organic codes.
What are the eco codes, what are the brands and trends in the eco world, semiotics?
What conclusions can we draw?
Analysis of eco-conception packaging, sustainability, packaging materials and use.
What are the evolutions in ecological packaging, materials and philosophy?
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

15. Process: brainstorming, concept boards, sketchbooks
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

16. Scope of work
1. Create mood boards to analyse the codes and semiotics.
2. Create a scenario and design platform that will inform and inspire your creative direction.
What is your brand concept, positioning? What is the philosophy behind your brand?
What are the unique ingredients or attributes of your product? What is the promise?
3. Create an Organic Cosmetic brand: name and brand identity.
4. Create and design a range of product packaging.
5. Imagine a promotional gift, special packaging, communication or merchandising
support for the product launch.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

17. Organic Cosmetics - Proposed packaging formats, sku’s (stock keeping units)
A new organic cosmetics brand may not be in a position to invest in specific physical packaging volumes
or custom designed glass/synthetic flacons, bottles at launch. There are hundreds of existing pack formats,
sku’s on the market which can be adapted and customised without additional tooling costs.
For this assignment, it is suggested that you research and use existing formats.
Creating a custom shape is beyond the scope, time and skills available for the workshop.
Proposed pack sku’s include: pots, jars, sticks, tubes, sprays, bottles, boxes, cartons, outers, bags etc.
Eco-conception packaging materials include: cardboard, paper, carton pulp, natural/vegetable materials,
glass, organic corn starch bottles, metal, wood, ceramic, mono or bi-material sku’s for ease of recycling.
Space efficient packs for economic transportation, refillable and reusable packs.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

18. Workshop organisation
Monday 5-12 Briefing, discovery, Q & A,
Brand Territory and visual codes: Cosmetics - beauty, premium and Nature - organic, ecological.
Brainstorming by groups ‘Organic Cosmetics - nature the new luxury’. Magazines, paperboard etc.
Conference ‘Packaging Design’ Paul Vickers.
Tuesday 6-12 Develop creative scenarios, visual territories, concepts.
Creative session, discuss concepts, directions. Mood boards/concept boards.
Rest of week Refine, develop selected design direction.
Name, brand, visual identity, visual territory, packaging, volume, materials,
communication supports, merchandising, web.
Monday 12-12 Presentation of each teams concepts, creative directions to class. Comments and feedback.
On the basis of feedback, start finalisation of project.
Tuesday 13-12 Finalisation, recommendations, presentation preparation.
Name, brand, visual identity, visual territory, packaging, volume, materials, communication supports,
merchandising, web. Prepare presentation discourse.
Wednesday 14-12 Final presentation.
Critique. Feedback and notation.
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

19. Organic Cosmetic branding and identity design
Analysis of the cosmetic
Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
12.2011 Paul Vickers

20. Organic Cosmetic brands and packaging design

21. Organic Cosmetics - retail design
Analysis of the cosmetic industry and luxury codes.

22. Organic Cosmetics - Communications
Analysis of the cosmetic industry and luxury codes.

23. Organic Cosmetics - Ecological, sustainable and recycled packaging materials

24. Organic Cosmetics - back to basics
Analysis of the cosmetic industry and luxury codes.
Let’s begin...

25. Ecole de Design Nantes Atlantique
Branding Packaging Design Workshop
C
Organic Cosmetics - nature the new luxury
12.2011 Paul Vickers