Creating emotional connection through design
- Invite touch, play, and excitement with your packaging design
- Disrupt the status quo by positioning your brand as the antidote to bland sameness
- Create an experience with your product and your retail spaces
- Participate in the lives of your audience, build a shared world together
- Embody your brand values at every level and touchpoint, from design to comms
Key Takeaway: Rather than designing packaging or product, the opportunity lies in designing a full sensory experience that can resonate deeply with your target audience.
Glowery is a French skincare brand that speaks directly to Gen Z, offering a fresh and playful approach to beauty products — but it's their packaging that truly sets them apart.
For me, the vibrant, wholly unique shapes they create are the heart of their success. It is packaging that you want to reach out and touch –that you need to touch.
The challenge they've mastered — crafting smooth, fluid, and perfectly organic forms — is no small feat.
It’s something very few brands have dared to attempt, let alone achieve at this level.
The result is a tactile experience that feels unique, inviting, and completely aligned with the product's ethos. I can't think of another brand that combines such innovative design with functionality in this way.
Paired with a palette of vibrant and appetising colours, the packaging feels alive – like it's meant to be an active participant in your daily routine, not just sit idly on a shelf.
The brand’s success lies in its ability to push boundaries and create something truly original.
Glowery don't just offer skincare; they offer a full sensory experience, one that resonates deeply with its target audience of 15-to-25-year-olds.
Their packaging is a testament to how bold design choices can elevate a brand beyond the ordinary, making it unforgettable.
What's particularly fascinating is how this approach to design has influenced the broader beauty industry.
Since Glowery's launch, we've seen a marked shift away from minimalist, clinical packaging towards more expressive, tactile solutions.
This isn't just about aesthetics – it's about creating genuine emotional connections through design.
The brand has shown that in today's market, the physical experience of a product is just as important as its efficacy, perhaps even more so for younger consumers who value authenticity and sensory engagement.
