Case Study: tarte’s ‘Three Wishes’ Collection

Reusable packaging takes tarte’s eco-friendly attitude to a whole new level.

By Heather Ratushny
senior manager product development
tarte cosmetics

From the runway to the rain forest, tarte’s “health couture” message is all about the marriage between fashion and nature. Fittingly, our product development process is very organic—it evolves from many different forms of inspiration. We draw from color, textile and high-end fashion trends, as well as new developments in botanicals and science-based innovations. tarte’s product development team works closely with cosmetic chemists at our labs, and meets regularly with packaging design groups to initiate ideas. All of our development is focused on meeting our customers’ needs for high-end color cosmetics that are healthy for their skin while also being eco-friendly. We are one of the few brands in the beauty industry offering naturally formulated cosmetics in richly designed reusable packaging.

Three Wishes for the New Year

The “three wishes” collection created for Holiday 2007 was all about bringing happiness, health and wealth into our customers’ lives.  Each piece in the collection incorporated tarte’s signature fabric and accessory elements into reusable multifunctional packaging. All three products were formulated using antioxidant rich, naturally derived, skin-benefiting ingredients. We created “we wish you happiness” featuring our iconic gel-based cheek stain in three mini limited-edition shades that were packaged in a hand-made jewelry case. The second product in the collection was “we wish you health,” a deluxe-sized set of our four best-selling natural products in a fabric case perfect for travel or an on-the-go lifestyle. Lastly, “we wish you wealth” was a value-driven, all-purpose palette filled with three tiers of our award-winning eyeshadows, lipglosses, eyeliners, cheek stains, lipsheers, luminizer and primer.

Marrying Function and Aesthetics

The “we wish you wealth” palette was designed to offer the best of tarte in an eye-catching case that could sit on one’s vanity and double as a decorative piece. The design challenge was how to incorporate 45 different formulas and four brushes into a palette that was functional, while maintaining our high aesthetic standards. It was also important to make everything accessible without having to mess with gimmicky drawers and pots. The final design features a square compact with a flip-top lid that opens up to the first tier of products with 16 individually pressed eyeshadows in a custom molded tray. By releasing the magnetic tab closure on the side panel, the compact unfolds to reveal a middle tray with 16 lipglosses and a bottom tray with an assortment of 13 shades between six different formulas, as well as the tools. Each level swings out and extends open to a side-by-side position, similar to an artist’s palette, so that everything you need to create the look is presented before you. The exterior of the palette is wrapped with tarte’s signature purple fabric that was specially developed with a textile mill in order to achieve the rich hue and subtle metallic shimmer. The handcrafted quilted design throughout the collection helped soften hard lines and offered that added touch of luxury and indulgence that is fitting for the holiday season. The formulas within the palette focused on 2008 lip and eye trends by offering both shimmery and matte eyeshadows in earthy neutrals and rich gemstone shades.  The lip palette had a punch of color perfect for every season. Also included were our best-selling cheek stain (in pan form for the first time), a lid primer, highlighter, gel eyeliners and lip sheers.
  
At tarte, we continue to work with new materials, and are always looking outside of the beauty industry for inspiration and innovation. It is important for us to reduce

Each piece in tarte’s “three wishes” collection incorporates the brand’s signature fabric and accessory elements into reusable multi-functional packaging.

packaging waste and support sustainable resources. We have partnered with raw material suppliers from all over the world to help build local economies and support indigenous resources. In fact, we are launching a new component for the Fall 2008 season that is made from 100% post consumer recycled aluminum and biodegradable soy inks. The next holiday collection will include similar multifunctional packaging aspects that will help our customers carry our “health couture” message beyond their bathroom vanity.