Case Study: Collagen Moisture Filler Packaging Restage

Project Overview

Following the successful launch of the Day Lotion SPF 15 and Day/Night Cream, L’Oréal initiated a full restage of the Collagen Moisture Filler franchise to modernize its shelf presence and align the rest of the collection with updated product architecture. This effort aimed to unify the line under a cohesive visual system that better reflected the brand’s evolving identity and consumer expectations.

Having contributed to the initial product launch, I was brought back to help lead the redesign—extending the visual cues from the new SKUs to the legacy packaging and ensuring consistency across all formats and retail touchpoints.

Objective

Redesign the full Collagen Moisture Filler range with a cohesive packaging system that reflects the updated positioning of the brand. Refresh the color palette, layout, and production finishes to elevate shelf presence and improve navigation across mass retail environments.

My Role

Packaging Designer, collaborating closely with the Art Director, Marketing, and Product Development teams. I was responsible for evolving the new design language across all SKUs and ensuring consistency throughout.

Responsibilities Included:

• Developed master templates for label and unit carton architecture

• Unified layout across day creams, night creams, and targeted treatments (eye, lip, wrinkle)

• Updated product photography, ingredient callouts, and benefit messaging

• Designed revised POS materials and retail display systems

• Provided artwork and direction to offsite production artists for press-ready mechanicals

• Partnered with photography studios and retouchers for color matching and image approvals

Process

Visual System Expansion

• Applied design cues from the new launch—foil stamping, color blocking, and "new" flags—across the full line

• Standardized ingredient icons and benefit messaging for better shelf communication

• Refreshed type hierarchy and layout to improve clarity and modernize the visual feel

Asset Creation & File Prep

• Finalized dielines and mechanicals with offsite production artists

• Worked with photography and retouching teams to align visuals across packaging and display

• Conducted color reviews using simulated retail lighting and signed off on match prints

Retail Rollout

• Designed and delivered refreshed retail display systems, including PDQs, shelf trays, and endcaps

• Created planograms and marketing visuals for in-store execution and retailer sell-in

Results

• Successfully restaged the full Collagen Moisture Filler portfolio across key mass retailers

• Improved shopper navigation and education with clearer benefit communication

• Reinforced brand consistency across packaging, retail, and promotional materials

• Helped establish a scalable visual system that influenced other L’Oréal skincare packaging lines

Reflection

This project was a full-circle moment—building on my first major packaging launch and expanding it into a comprehensive brand evolution. It pushed me to think at both the system and detail level, balancing creativity with execution. The opportunity to shape how this trusted skincare franchise appeared on shelves nationwide was both strategically significant and creatively fulfilling.