Online Exclusive: Pentawards Names 2010 Winners

The Diamond Pentaward for Best of the Show went to HOYU3210, a Japanese hair care brand.

By Steve Katz, Associate Editor

The Pentawards is a worldwide competition devoted exclusively to packaging design in all its forms. This year marked the 4th edition of the awards, and the winners were honored at a gala awards ceremony this fall in Shanghai.

More than 60 prizes–Diamond, Platinum, Gold, Silver and Bronze Pentawards–were given out. The international judging panel selects the winning packages based on creativity, branding, and the quality of the packaging design for the year. And the beauty industry was well represented, as a number of beauty products took home honors. Not only that, but this year’s Best of the Show award, the Diamond Pentaward, went to HOYU3210, a Japanese hair care brand.

The HOYU3210 hair care line earned Best of Show honors.

Best of Show
The creative HOYU3210 bottles are the work of designers from ADK, a Japan-based design and communications agency. HOYU3210, named as such as it’s a “countdown to beauty,” is a range of products of HOYU, a company specializing in hair care products.

3210 refers to a countdown to indicate what the product has to offer consumers, in a few seconds, even with the stress of the last finishing touches before going out, the ideal solution for a perfect hairstyle.

The distinct, ergonomic shape of the bottles ensures that it stands out among its competitors. The designer from ADK confesses that he did not use a computer in creating the bottle. His tools were his hands. “To be sure, the computer did play its role when the design went into production, but the initial form, as can be appreciated at first glance, owes its fundamental aestheticism to the artist’s hand, to his pure creative emotion,” according to ADK.

The chosen colors, black and white, and transparency, reinforce the simplicity and the purity of the packaging.

Best of Luxury
A beauty package also earned top honors in the luxury category, as the award went to Brandimage for its design of Van Cleef & Arpels new perfume called Oriens. Launched in the U.S. exclusively at Bergdorf Goodman and Neiman Marcus, this new perfume from Van Cleef & Arpels draws its splendor from the history of the brand, known throughout the world for its luxurious jewelry and its prestige customers.

Created by Joël Desgrippes, president and founder of Brandimage, in cooperation with Eric Douane, the bottle is distinguished by its compact form, which, like a ring, features a splendid cabochon “with baroque elegance like a tourmaline in warm and gleaming colors.” The bottle is designed to expresses the splendors and mysteries of the Orient.



A host of other beauty brands were honored for their innovation in Shanghai:

This Kjaer Weis compact was a Gold Pentaward winner.

Gold Pentaward – Beauty Category (perfumes, cosmetics, makeup, body decoration, etc.)
Brand: Kjaer Weis
Entrant: Marc Atlan Design, Inc.
Country: USA

Silver Pentaward – Body, Beauty
Brand: Pola Whitissimo
Entrant: Pola Chemical Industries, Inc.
Country: Japan

Silver Pentaward – Body, Beauty
Brand: Haku
Entrant: Shiseido Co, Ltd.
Country: Japan

Bronze Pentaward – Body, Beauty
Brand: Mint
Entrant: Arimino Co.,Ltd.
Country: Japan

Shiseido’s Haku took home a Silver Pentaward.

Bronze Pentaward – Body, Beauty
Brand: Oriflame – Very Me
Entrant: Designkontoret Silver KB
Country: Sweden

Bronze Pentaward – Body, Beauty
Brand: Cacharel – Jellies
Entrant: The Brand Union Paris
Country: France

Bronze Pentaward – Luxury, Cosmetics
Brand: Sulwhasoo
Entrant: BETC Design
Country: France

Bronze Pentaward – Luxury, Cosmetics
Brand: Givenchy – Le Prisme Visage Product
Entrant: Cent Degrés
Country: France

Bronze Pentaward – Luxury, Cosmetics
Brand: Med Beauty Swiss – Cell Premium
Entrant: Limmatdruck/Zeiler – Design by Righetti & Partners
Country: Switzerland

For more information on the 2010 Pentawards, as well as information on the 2011 edition, visit www.pentawards.org.