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.”