Packaging

As well as the Products themselves, the packaging is a big element to the sales. The packaging is created not only to brand the products, but to lure in the customers, and appeal to consumers. Givenchy uses a range of packaging to bring together certain collections, but all have similarities, the logo and style. Givenchy's packaging is sleek, luxurious and unique, and this is carried through all of the products within the designs. The logo is a prominent feature on the packaging, to convey the brand's identity. In March 2014, Givenchy underwent a design overhaul, in order to create a style that will be the future of the brand. Givenchy is now 64 years old, so the company wanted to refresh the look of their products, and bring in a wider target audience.

Givenchy hired design team 'Two Create', to create their new status symbol and signature style. Two Create designed this packaging for Givenchy's lipsticks, which they then named ‘Rouge Interdit’. The packaging needed to be feminine, and used as more of a fashion accessory as well as a beauty product. The outcome was perfect for the brand. The lipstick consisted of two parts, a silver, metallic barrel, and a sleek, black sleeve. Two Create flipped the logo to be from horizontal to vertical for a bigger impact, which the brand now use throughout their new releases. The logo is embossed on the barrel itself, and the fasteners for the ribbon. The ribbon is used to help released the barrel from the sleeve, but also reflects Givenchy's heritage through the material. For this collection, Two Create created a 9-piece holder of which Givenchy gave to 100 recipients, in wake of the launch. The packaging is undoubtedly of high quality, this is clear through the intricate and practical design features. Following the great response from the public, Two Create then went on to design packaging for the 'Phenomon'eyes Ball Brush Mascara, and the sheer lipsticks.

In 2013, a Lipstick leather casing was designed and created by Axilone, for the 'Le Rouge' Collection. This was recieved greatly by consumers, as it communicated the luxury of the brand and fascination of fabrics through the use of genuine leather. This was the first lipstick ever to be encased in leather. The logo and brand name feature on the casing, and also the lipstick itself which adds intricacy, promoting care and focus on each individual product. 

 

The packaging of a product conveys not only the brand itself, but also communicates the purpose it has to a consumer. Givenchy's packaging undeniably promotes a long-lasting impression, as well as provoking a feeling of lust towards the products. The packaging is just as beautiful and thought out as much as the product itself. The intricate detailing shows that the brand cares for the products and the consumers, and for such an established, large brand to care for the little things promotes a healthy relationship between consumer and producer. The new sleek packaging targets a lower demographic, as Givenchy aim to widen their target audience. The materials promote luxury and riches, which makes the consumer believe that they will live part of that lifestyle if they buy the product. The packaging is a large part of choosing a product, as well as identifying the brand, for instance, the robin-egg blue boxes of Tiffany jewellery is sometimes more identifiable than the jewellery itself. I think that Givenchy have achieved appropriate packaging for their brand, which has become one of their many unique selling points.

Premium Beauty News (2016) Axilone: New packaging styles for Givenchy. Available at: http://www.premiumbeautynews.com/en/axilone-new-packaging-styles-for,7242 (Accessed: 28 March 2016).

Sanchez, J. (2014) Givenchy lipstick. Available at: http://www.thedieline.com/blog/2014/3/7/givenchy (Accessed: 28 March 2016).

Conran, J. (2014) Why your product’s packaging is as important as the product itself. Available at: http://www.inc.com/joshua-conran/why-your-product-s-packaging-is-as-important-as-the-product-itself.html (Accessed: 28 March 2016).