Case Study: Collagen Moisture Filler Line Extension Launch

Project Overview

As part of L’Oréal’s initiative to expand its top-performing Collagen Moisture Filler range, two new SKUs were introduced: the Day Lotion with SPF 15 and the Day/Night Cream. These additions were designed to modernize the collection while reinforcing its reputation for accessible, effective skincare—offering consumers more targeted solutions within a trusted product family.

This was my first full-scale packaging launch, from initial design through final production—an invaluable introduction to mass-market skincare packaging systems and a fast-paced, real-world education in launching at scale within a global CPG brand.

Objective

Design cohesive, on-brand primary and secondary packaging that would guide a visual refresh of the existing lineup. Develop launch-ready marketing and display assets tailored for mass retailers such as Target, Walmart, and CVS.

My Role

Packaging Designer, supporting the Art Director and reporting to the VP of Creative Services within a lean, hands-on creative team dedicated to the skincare portfolio.

Responsibilities Included:

• Collaborated with marketing, product development, and sales teams

• Created label and unit carton artwork, preparing handoffs for offsite production artists

• Conducted color matching using in-house light boxes simulating retailer-specific lighting environments

• Partnered with offsite retouchers and photography studios to capture Linda Evangelista and product assets for both packaging and in-store displays

• Reviewed and approved match prints and final mechanicals

• Designed in-store marketing collateral including signage, PDQs, and endcap graphics

Process

Design Execution

• Developed visual benchmarks that later informed a full restage of the Collagen Moisture Filler family

• Retained brand familiarity while introducing visual updates like color blocking for SPF and day/night distinctions

• Added foil stamping and embossing to elevate perceived shelf value

• These foundational decisions influenced the design direction of future skincare launches, including the Skin Genesis collection

Color Accuracy & Production Collaboration

• Worked closely with offsite photography and retouching teams to maintain color fidelity across packaging and marketing

• Conducted PMS color matching under simulated in-store lighting conditions

• Partnered with production artists to finalize dielines and build press-ready mechanicals

Retail Integration

• Designed a full suite of retail assets: counter displays, PDQs, endcaps, POS signage

• Maintained cohesive visual storytelling across all shopper touchpoints—from carton to in-store shelf

Results

• Successfully launched Day Lotion SPF 15 and Day/Night Cream SKUs at national retailers

• Contributed to a refreshed visual language that influenced the broader Collagen Moisture Filler line and future skincare collections

• Gained comprehensive packaging lifecycle experience—from concept to consumer-facing execution

Reflection

At Estée Lauder, I had access to specialized teams across every function—from vendor relations to photography. At L’Oréal, I had to wear all the hats. That hands-on, end-to-end involvement gave me a deep understanding of packaging execution—and made this one of the most formative projects of my early career.