Background

eyeMajic is the world’s first instant eyeshadow; a revolutionary new delivery system enabling 3 colour eyeshadow to be applied in a single sweep, reducing application time from 10mins to 10secs. The existing black packaging did not stand out against the sea of black cosmetic brands. It neither identified as revolutionary nor enticed investigation. eyeMajic needed a complete rebrand. Brief: Redesign outer packaging for 5 pair & 20 pair boxes assuming: 1. Size, orientation, dimension of inner plastic packaging is fixed. 2. Box must fit exact dimensions around these packs. 3. Design must clearly identify as eyeshadow. 4. Packs must show applicator colours through a window (and therefore carry any colour arrangements) Objectives: Must stand out from busy makeup counters. Budget: Since the company was in restart up mode, company shares were negotiated for design plus production budget of USD30k for 200,000 printed packs.

Describe the creative idea (40% of vote)

Brand relevance eyeMajic is a new eyeshadow category, so the packaging needed to educate people by identifying itself as ‘eyeshadow’. Since eyes are the one thing that people can’t resist looking at, we decided to use this as the basis for the design and created a character called Gracie. Her seductive, half-closed eye could easily demonstrate the different eyeshadow colours. We made the product name the prominent descriptor. Then, since the brand is called Majic Beauty, we claimed the ‘magic’ part by changing the colour from black (too common in cosmetics so not ownable) to iridescent silver by printing on rainbow foil paper. Careful not to affect the eyeMajic trademark, we also added little eyelashes to the logo making it more contemporary/ playful. Target Audience: Women 17 to 70, busy with modern life. She wants: More time, less stress. Continually looking for efficiencies that do not compromise on quality.

Describe the execution (40% of vote)

Since the window area had to sit precisely over the eyeshadow colours beneath it and the box dimensions were also fixed, there was no space for an eyebrow to help denote ‘eye’. So we gave Gracie lips, and designed it so they folded around the box. Together this created a unique, attention grabbing 5 pair pack design, which was then conveyed onto the 20 pair pack. The iridescent paper choice allows the box to have an eye catching ‘colour’ without high-jacking or clashing with potential eyeshadow colours. We chose matte finish over rainbow foil for a sophisticated look and pleasing texture. Matte finishing is excluded from lip area allowing rainbow foil to shine through, and from text/black eye outline areas to make these pop!

List the results (20% of vote)

The new packaging led brand relaunch across Thailand, Australia, Russia, Hong Kong and UK where it debuted at Olympia Beauty Show in October 2018. Sales have already exceeded 200,000 pairs. Currently it can be seen at: majicbeauty.com, majicbeauty.ru, www.lazada.co.th/shop/majic-beauty-thailand-limited, Amazon AUS, UK, France, Spain, Germany, Italy, and clevercosmetics.club, It has been featured in over 40 publications globally incl: The Mail Online (UU: 239 million), Glamour Online (UU: 2.6 million), The Sun Online (UU: 19million), SLOAN Magazine (circa 40k), HEAT Magazine (circa 124k), plus by KOLs such as the Makeup Maestro (37,300 followers) and Jasmine Kamran (30,400 followers). It also attracted the attention of Thai Supermodel/ TV star Metinee Kingpayome, with whom eyeMajic now have a collaboration. Previously Spain's leading supermarket chain, Mercadona, had loved the product but insisted on repackaging it under a white label. Upon seeing the new brand designs however they've agreed to take it as is.