According to an article in Forbes earlier this year, the next big thing in retail is private label. Store brands are outpacing their national-brand counterparts in sales growth and, in many cases, are rapidly encroaching on market share as well.
That might prompt some store-brand stalwarts to double down on what has worked for them in the past when it comes to package design. Yet CVS Pharmacy did the opposite, jettisoning its established beauty brand name in favor of a fresh and original new look that placed the products themselves—rather than the brand—at the forefront. The portfolio-wide reimagining of the CVS Beauty Brand packaging paid off immensely in consumer response, boosted sales, and with this year’s grand prize win in the Designalytics Effectiveness Awards.
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