Younique Signature mascara package gets chic & eco-friendly makeover
Younique, $1Billion MLM company whose mission is to uplift, empower, and validate women across the globe, is keenly aware that, in the premium mascara market, how a package looks and feels are just as important as the product itself. Younique is the first direct sales company to market and sell almost exclusively through the use of social media in 10 global markets. In 2016, Younique partnered with WestRock to redesign the packaging for their signature Fiber Lash Mascara, which retails for $29.
Scott Sylvester, structural designer on the project, explains: “We had to bring considerable creativity to take the pack from its original rigid design to a completely biodegradable look that fits with the luxe feel customers expect from a premium brand. Our solution was to add VelveKote to the die cut sleeve. VelveKote provides a luxurious, smooth texture while the colorfully printed carton, visible through the sleeve, brings a trendy, fashion inspired quality.”
Recently, Younique also launched an enhanced new formula, Moodstruck 3D Fiber Lashes+ that, “Women all over the world have fallen in love with... The formula that was featured on The Doctors, InStyle, Yahoo! Beauty and surely took over your Facebook timeline just got even better!”
The redesigned packaging for this new product featured environmentally friendly materials, and a truly chic new look. The primary product packaging now has a soft luxurious feel to match the sleeve and features a convenient display window to show when it’s time to reorder.
Curt Goddard, vice president, commented on the project: “I can’t say enough about the work our team did on the redesign of the Younique Moodstruck 3D Fiber Lashes+ packaging. From the initial structural redesign – that further premiumized a high-end beauty product, to the ongoing seamless execution of the label, literature, carton, and sleeve across three different facilities, the consistently outstanding results we’ve produced for Younique has deepened our relationship with the client to include a number of other exciting projects and special launches.”
Since the packaging redesign in 2016, WestRock has continued to produce this pack for Younique with an average order of 200,000 units every 4-6 weeks.