Hera Skincare Packaging for AmorePacific
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Packaging the high-end beauty experience
AmorePacific approached IDEO to develop a new design language for its premium skincare line, Hera. A flagship brand for Amore Pacific, Hera has maintained a top spot in the Korean cosmetics market for more than a decade due to an elegant identity that appeals to younger, twenty-somethings as well as to mature clients. Also unique to the brand—and a contributor to its strong market presence—is Hera’s use of home delivery sales methods to extend its reach.
In exploring ways to express and expand upon Hera’s existing brand values, IDEO began looking at user behaviors associated with the products. From these behaviors IDEO recognized a number of idea drivers, including sequences of ritual, and appreciation of environment and materials. Drawing from these areas, and from Hera’s strong brand identity, IDEO developed three principles for developing new products and packaging within the Hera skincare and cosmetics range: to use gold accents to create an element of surprise, to embrace color as a means of indicating functional elements, and to use interesting user behaviors as inspiration for ways to celebrate the products’ unique features and application methods.
AmorePacific embraced IDEO’s proposed design principles in the form of packaging for the full line of Hera skincare products. The packaging, which offers a delightfully revelatory experience, defines a fresh new look and feel for the collection.
Project date: 2006