GLOSSY STATEMENT

With the launch of Labello "Lip Oil", Beiersdorf sets new standards for visible lip care. The innovative formula of natural oils not only cares intensively, but gives a natural shine and makes lips look fuller – without any make-up heaviness. This duality of function and aesthetics is the starting point of our design concept – with the goal of deliberately positioning the product between "care" and "cosmetics". Our packaging design translates this ambition into a coherent overall picture that makes care tangible and beauty visible – modern, feminine and lightly playful.

Transparency, lightness and subtle movement define the packaging's imagery. The product's glossy oil texture is deliberately staged and becomes an active design element – supported by soft, feminine-toned colour gradients. The colour range, finely tuned from delicate rosé to warm nude, gives each variant its own visual identity.

A central element is the specially set typography. It looks as if it were applied directly with the applicator – flowing, organic, playful. The lettering shifts with light reflection, picking up on the product's texture, transparency and glow through design. The result: a look that's playful and striking in detail, yet balanced and feminine as a whole.

Visually and tactilely, the packaging feels more like a beauty accessory than classic care – exactly in line with the positioning: care that looks like make-up. Alongside the packaging design, supporting measures were also developed, both online and offline. These range from the point of sale to digital assets.