2022 | Professional

MUSE Design Awards Gold Winner

Game Changer for the Tik Tok generation

Entrant Company

Precious Brands

Category

Packaging Design - Cosmetics & Fragrance

Client's Name

Addison Rae Fragrances

Country / Region

United Kingdom

TiK Tok superstar Addison Rae wanted to create for Gen Z "not just another fragrance" but a unique sensory experience.



“Scent is so personal and can have such a powerful impact on our mood that I wanted to create a new way to experience scent; one that’s more thoughtful, supports your emotional wellbeing, and feels good on your skin. It’s what you deserve” – Addison Rae.



London-based design agency Precious Brands commissioned by Hampton Beauty & Addison Rae Fragrances were tasked to create a trio of scents to push the boundaries of what’s possible while capturing her joyous exuberance and focus on clean beauty. The first-to-market combination of innovation and playfulness within the formula and packaging perfectly captures Addison’s positive energy. It was our shared vision to develop a collection that speaks to a generation of consumers that want the products they purchase to not only look good and make you feel even better.



MOOD ENHANCING.

The trilogy of CHILL AF, HAPPY AF and HYPED AF are created with ingredients that are proven to boost overall mood. Each fragrance in the AF collection contains a unique blend of clinically tested ingredients that have emotive responses, proving their mood-boosting properties.

WATER BASED.

The unique alcohol-free formula delivers a surprisingly hydrating mist that delivers long-lasting scent on skin. The formula also ensures it goes on super smooth and leaves skin glowing. An added benefit, given the hydration properties, it can even be used to scent your hair!



FIRST-TO-MARKET PACKAGE INNOVATION.

Following extensive development the ergonomic, pebble-shaped tactile bottles utilize heat-sensitive technology, changing color when reacting to the temperature of your hands or environment giving a multi-sensory experience that reinforces the mood enhancement experience.

Credits

Creative Director
Addison Rae
Project Director / Hampton Beauty
Lori Mariano
CEO / Precious Brands
Richard Cann
Brand Director / Precious Brands
Emily Peach
Senior Designer / Precious Brands
Siobhan Reid
Designer / Precious Brands
Kristianne Martin-Reed
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