Case Study: L’Oréal Paris Eye Makeup Remover Packaging Restage

Project Overview

L’Oréal Paris Eye Makeup Remover had long been a drugstore staple—trusted for its gentle formula and dependable performance. With the introduction of a new waterproof variant, the team saw an opportunity to refresh the classic SKU and bring the entire packaging system up to date.

While the formula remained beloved, the packaging hadn’t evolved in years. The graphics felt dated, the messaging lacked clarity, and the shelf presence fell short in a crowded and fast-moving category. I was brought in to lead the visual redesign—modernizing the look, improving shoppability, and bringing consistency to a product with long-standing consumer trust.

Objective

Redesign the packaging system for the Eye Makeup Remover line to:

• Reflect the updated brand language

• Improve on-shelf navigation and communication

• Differentiate clearly between classic and waterproof variants

• Maintain existing bottle and label structures

My Role

Packaging Designer, collaborating closely with:

• Art Director

• Marketing & Product Development teams

• Offsite retouchers and production vendors

Responsibilities Included

• Designed new labels for both classic and waterproof SKUs

• Refined layout and hierarchy for clarity and ingredient communication

• Created visual distinctions between formulas using color, iconography, and typography

• Coordinated color retouching and photography with offsite teams

• Reviewed match prints and approved mechanicals for final production

Process

Visual Refresh

• Modernized the label architecture while preserving structural constraints

• Updated the logo lockup, spacing, and visual hierarchy for a cleaner, more premium look

• Introduced a stronger blue gradient system to distinguish the waterproof formula

• Elevated ingredient callouts and benefit messaging for quicker recognition at shelf

Production & Collaboration

• Worked with offsite retouchers to align product photography with updated design

• Reviewed match prints under simulated store lighting to ensure fidelity

• Delivered final files to production vendors for press-ready output

Results

• Successfully launched updated packaging across U.S. drugstores and mass retailers

• Increased clarity and SKU differentiation between classic and waterproof formulas

• Brought a legacy product visually in line with the brand’s broader skincare refresh

• Strengthened shelf presence and consumer recognition in a competitive category

Reflection

This was a reminder that even small updates can have a big impact. With structural constraints in place, each design decision had to be intentional—balancing legacy equity with a fresh, modern point of view. The project was also a valuable exercise in cross-functional collaboration, where every detail mattered in bringing a trusted product into the next era.