Fun in the sun.
Concept II Cosmetics realized there was a huge opportunity for a scented line of sunscreen. Concept II and Studio One Eleven developed a new line of sunscreen called SolScents that consisted of new fragrances such as Cucumber Melon and Pina Colada. The ownership believed that this unique concept would differentiate Concept II in the sun care market. But only if they could avoid the typical boring, elongated sunscreen bottle, which was usually in a tan, orange, or blue color scheme. A unique package that could capture the consumer’s imagination was needed for this new, market-changing launch. The right packaging would be critical in its success.
Concept II engaged Studio One Eleven to embark on a fast but rigorous process that resulted in a standout package. The custom package solution was ultimately driven by three factors. First, the Studio used inspiration from classic American fragrance products to create an 8 oz, heart-shaped container. This would appeal to Americans and overseas consumers who favored 'Made-in-America' brands. It was a clear break-away from the traditional elongated bottle. Second, the color palette of each SKU was more rainbow-like, which was aligned with the unique scented product line. Third, using two-color screenprinting helped deliver a unique toning effect to the branding that made the logos and SPF indicators pop.
SolScents has achieved strong momentum since launch.