Online Exclusive: Package Design That Defines
For NuFACE’s multipurpose hand-held facial toning device, a stylish and economical design communicates the novel technology’s components and uses.
By Lisa Samalonis, Associate Editor

When NuFACE recently launched a new hand-held combination facial toning device, called Trinity, the

Trinity’s core packaging is designed to be attractive and house the product, but also to be an economical solution for NuFACE.

company called upon Schiffman Creative Inc. to design the packaging and supporting materials so consumers could easily understand the device and its uses.

According to the company, Trinity takes the place of multiple at-home beauty devices to deliver benefits to their anti-aging and skin care needs. “This technology-forward device will allow users to purchase additional interchangeable treatment heads, including a Facial Lifter using microcurrent technology to improve facial contour and tone; Collagen Booster using Red LED for increasing collagen production and reducing wrinkles; and/or the Skin Clarifer that will kill bacteria and reduce acne,” explains Erin L. Schiffman, principal, and creative director, New Business, at Schiffman Creative Inc.

The new brand image is modern and clean to appeal to all types of women. Tranquil metallic Pantone colors were used throughout to communicate that NuFACE is not only about beauty, but cutting edge technology. “The brand provides a luxurious, high end product for use at home for a good value considering the cost of cosmetic procedures, and we wanted the design to reflect that,” says Schiffman.

While the NuFACE brand had existed for several years before the launch of the Trinity device, it never truly had a consistent brand identity, she says, noting that this was the true challenge of the project. “It was like starting from scratch knowing that the entire brand (logo to marketing materials to previous products) needed to have the same feel, but there was no concrete foundation. We did not want to alienate or confuse the current consumer, but our goal was to inspire them and also attract a new audience,” Schiffman says.

Another obstacle was combining the message of the technology component with the beauty benefits in a harmonious way that also communicated what the product could actually do for the consumer. “With the previous packaging, consumers did not always understand what the device did,” she adds.

The designers also kept an eye toward the bigger beauty picture while developing the new brand identity in order to allow for brand expansion. “NuFACE has plans to grow and the new look and feel needed to be easily applied to other products,” Schiffman says.

Schiffman Creative designed the core packaging to be attractive and house the product, but also to be an economical solution for NuFACE. As such, the master box, supplied by K-1 Packaging, houses the device, which is all white and has a foil embossed logo and magnetic closure. Then a sleeve, provided by 5 Oaks, wraps the master box. “The sleeve can be designed to cater to particular retailers, different versions of the product, or used if the NuFACE team wants to update or change something,” explains Schiffman. “This can cut down on costs in the long run as the sleeve is the least expensive part of the packaging to print.”

Schiffman points out that the redesign has spelled success. “The new branding and packaging has made a huge impact on the brand’s sales. The device has been on back order and has been incredibly well received by retailers and spas,” she says.

The Trinity device retails for $325.