FROM IDEA TO SHELF
With "Hy Professional Make-Up", Beiersdorf establishes a premium line extension within the NIVEA portfolio – functional, aesthetic and clearly positioned in the premium segment. An innovative product that combines caring properties with decorative cosmetics. Our brief began with strategic positioning and extended to full execution: from product idea through packaging development to communication across every touchpoint.
From the outset, we took on a central role in product development – from strategic direction and thorough market and audience analysis to the content concept for the entire range. We defined relevant product types, colour spectrums, and suitable textures and application solutions. We also identified potential for expanding the range.
The design of the product and outer packaging draws on the existing Professional Care line, but was deliberately taken further: fine metallic details, sophisticated materials, reduced graphic elements and distinctive colour coding – complemented by high-quality finishing techniques. The visual language convinces through clarity, recognisability and modernity, underlining the line's premium character.
Alongside product development and packaging design, we also took responsibility for the comprehensive concept and execution of every communication measure. At the centre was the development of a strong campaign idea that conveys the premium positioning both visually and in content. A key element was diverse casting focused on different skin tones, age groups and audience profiles. Building on this, we developed a precise campaign look and feel – from the aesthetic imagery to the typographic staging to the deliberate connection of product, model and message.
Alongside extensive testimonial shoots, we also produced texture and packshot photography – tailored in content to the requirements for enhanced content on platforms like Amazon, as well as visual assets for social media.
The close interlocking of brand strategy, product development and design ensured a consistently coherent, on-brand result – from first draft to finished product. Every touchpoint – whether analogue, digital or live at the POS – was aligned and staged for attention as part of a consistent, connected customer journey.
