When it comes to mascara, we want all the fluff we can get, but we want it to come from a company of substance. Pacifica Beauty is an American brand that makes cruelty-free products from natural, non-toxic, vegan ingredients, in recyclable containers.
So naturally, when they introduce a new product, it should come in a package that has a big impact on influencers, and a tiny impact on the environment. In the case of their new Vegan Collagen Fluffy Lash Mascara and Lash Primer + Serum, that package was a cloud, created by Premier Press.
Our design team was inspired by all things fluffy – clouds, bunnies (on whom the product would never be tested), and the soft color palette of the brand.
The interior of the box comes together in a clever origami fold, with die-cut cloud-shaped edges. Lift the lid, and it falls open to reveal the cloud, with the mascara floating inside. The primer/serum is in a small pull-out door under the cloud.
Everything was custom – the large cube-shaped box made of 24pt C1S stock with water-soluble coating and soy inks, the outside shipper, the sealing tape and directional sticker on the outside, and the cloud. The challenge was to find a material that was not only sustainable, but that would stay in place without having to add a non-environmentally-friendly adhesive. We came up with a 100% cotton fiber batting that met those criteria, and was also, of course, vegan.
Everything is curbside-recyclable, including the glass vials that contain the product itself.
Beauty influencers love the mascara and the presentation, and are raving about it on social media.
One said about the box: “That is so cute! They pay attention to detail!”
And about the product: “Fluffy, feathery, fluttery lashes? That’s all we need in life.”