Online Exclusive: CASE STUDY: Jafra Enters a New Era

Jafra’s sleek new look

The first packaging update in 10 years supports the cosmetics brand’s drive toward continued global success. Here’s a look at the process and thinking that led to today’s contemporary design.

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Written by Kenneth Hirst

In 2009, Jafra Cosmetics teamed up with Hirst Pacific Ltd to redesign a new color line for the face, eye, lip and nail categories that would elevate Jafra’s brand image. The new style would provide a modern, clean and elegant design, while expressing the technology and natural ingredients, which make Jafra unique. Jafra presented Hirst Pacific with the challenge to develop a contemporary expression for the new line that would unify global markets. Gladly, Hirst took on the challenge and began the design process.

Design Thinking
The last redesign of Jafra’s color line was in 2001. The cosmetics packaging reflected design from this era; a boxy shape with an aerodynamic element tinted with a green hue that changed to ivory in 2005; however, it was time for the brand to evolve. In the beginning of the design phases, Hirst and Jafra agreed on concepts that best portrayed the idea of today’s cosmetic industry. The inspiration for the new line was found in various industry categories: a balance between science and nature, contemporary, timeless, high quality, cross-generational and functional.

The last redesign of Jafra’s color line was in 2001, and reflected design from that era.

During the early creative stage, Hirst decided the initial focus for the novel design would be around the compact. The intent was for the consumer to enjoy the feel of the smooth form, create an alluring sensation and leave consumers wanting to discover more. Although the experience of the compact was the focal point, the color palette of the line was also an important element. Hirst selected silver and white, colors that are both found in laboratories and nature, to create the association with Jafra’s advanced technology. White and silver describe a clean energy, as they are both symbols of new beginnings and high luxury, and are often found in the leading brands around the globe.


Concept and Final Design
Inspired by a blend of science and natural elements, the primary packaging for the Jafra color line obtains a look that is clean and everlasting. The main structures have a curvilinear, yet symmetrical design that mimics nature. The enhanced beauty line, developed to create functional cosmetics for the Jafra consumer, offers women across generations, products and tools they need to be a makeup artist in their own right.

Hirst also fashioned the secondary packaging graphics, which tie the product line together, moving Jafra beauty to a new sophisticated and contemporary level for the 21st century. This secondary packaging uses larger typography and contains a gradated blend of silver and white, which unifies the look and feel of the global design varieties. The markets in Mexico, Brazil and the Dominican Republic adopted an all-white collection, whereas the U.S., Europe and the rest of the world have taken on silver.

The Jafra product line designed by Hirst includes Skin Defense Makeup, Always Color Stay-On Makeup, Two-in-One Powder Makeup, Pressed Powder, Powder Eyeshadow, Full Coverage Lipstick and Nail Lacquer. Designed and intended for the masstige market, items in the line are priced from $8.50-$29.

Kenneth Hirst, founder of Hirst Pacific Ltd, is an award-winning product, packaging and retail interiors designer.