Demac'up: DEMAK'UP

Credits & Description:

Category: ii. Core FMCG

Advertiser: GROUPE GEORGIA PACIFIC

Product/Service: MAKE UP REMOVAL WIPES

Agency: TEAM CREATIF

Date of First Appearance: Feb 3 2011

Entrant Company: TEAM CREATIF, Paris, FRANCE

Strategic Planning Director: Yvon Peltier (Team Creatif)

Creative Director: Claire Cherruault (Team Creatif)

Account Director: Valérie Roux (Team Creatif)

Cheif Executive Officer: Sylvia Vitale Rotta Craig (Team Creatif)

General Personal Care Manager: Doryane Bellegy (Georgia Pacific)

Senior Personal Care Production Manager: Anne Laure Verdier (Georgia Pacific)

Personal Care Production Manager: Anastasia Goloubiatnikov (Georgia Pacific)

Media placement: MAKE UP REMOVAL Wipes - Supermarket - February 2011

Media placement: COTTON Original - Supermarket - April 2011



Describe the brief from the client

Create a new branding and packaging identity for the Demak'up range, consistent with the new strategic platform.



Describe the challenges and key objectives

The challenges and key objectives were to reflect the new strategic platform to increase the products attractivity (more modern, more cosmetcic), and to allow the evolution of the brand towards the beauty universe, while keeping the Brand Equity (efficiency of the makeup removal, high quality products and simplicity).



Describe how you arrived at the final design

Our creative conviction to convey the new positioning was based on the graphic expression of naturality and essentiality, while being cosmetic-oriented to anchor The Demak'up evolution to the beauty universe.