As I was walking through the cosmetic aisle of a nation wide pharmacy a big splash of color caught my eye. This is usually uncommon. Due to the fact that I know how to block the ton of information that is out there calling for my eyes to look at. Which sometimes can be overwhelming and exhausting. Well, this time this product really called my name.
The cosmetic industry traditionally, uses neutral packaging, understated colors, graphics and typography. Needless to say their containers usually are only made of basic shape forms and materials. That is why Maybelline’s “The Colossal” Volume Express mascara bright, fluorescent, energetic and loud packaging caught all my attention in the store, and I wasn’t looking to buy any make up at all.
Bright, vivid, summery, rich colors describe part of the Hispanic culture and I am guessing this in some way inspired this new mascara. My photo below doesn’t do much justice to the actual product. “Pardon moi” the lack of good light and no flash when I took the image. The package is really rich and has a lot of contrast. It really breaks the traditional mold of conventional cosmetic packaging. The mascara structure is bold and gets on your face wanting to touch it. The bold typography on the back and the introduction of Spanish (Yes! This is a bilingual package) makes me approve it that has Latino appeal.
¡Muy bueno Maybelline!
Comments
What a fantastic find, Marivi.
It takes courage and a champion somewhere in the chain for things like this to happen.
Debate is open as to the aesthetic, but no doubt about the breakthrough.
No fear, here, of partially obscuring the product name, while overwhelming the parent brand in favor of impact. This is the kind of results that are usually killed early in the process as too risky.
It would be great to know the inside story on this one. Maybelline?
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