By: Casha Doemland
With the rise of Korean beauty, skincare regimes have become an integral part of our lives. Sheet masks, charcoal masks, under-eye masks, lip masks and more have made a name for themselves in the market, and now brands and companies across the globe are ready to shell out their products.
One company headquartered in Russia is geared up to introduce a range of face masks the market is lacking.
“A couple years ago, we found that in Russia we had no acceptable alginate facial masks for a wide range of customers,” says Stanislav Savitski, founder of O'Care Cosmetics. “We decided to create our own product that will be competitive with the European ones, and more affordable.”
To those unfamiliar, Magiray states, “an alginate mask is a natural beauty treatment that provides fast and impressive results, erasing fine wrinkles, tightening skin, increasing its elasticity, leaving it fresh, supple and radiant,”
“The main difference in our facial alginate mask is quality. We have 20% more mask compression compared to others, as well as various fragrances and colors,” states Savitski. “This is why many of our customers return to us.”
When it comes to designing and branding a beauty line, it’s essential to have packaging that stands out amongst a crowd of products. O'Care reached out to Veronika Levitskaya, a designer recommended by a friend. After a few meetings, they found common ground, and Savistka became inspired by Levitskaya’s previous work.
“Our main goal was to create a design that can be easily discerned and understood to an everyday audience,” states Levitskaya. “We opted for minimalistic and colorful branding.”
As O'Care is a start-up company, Savitski and Levitskaya began this project with 20 types of alginate facial masks and serums and not so much as a name, just a goal and a dream.
“We wanted to create an original but simple name,” says Levitskaya. “We picked the letter ‘O’ as a symbol of delight and combined it with the word 'care’ as a simple and understandable association with cosmetics for Russian and European audiences. We painted an apostrophe as a simplified drop and used it as a base symbol for all identity icons.”
Each mask and serum comes in an off-white bag or bottle featuring a pop of color and geometrical shapes that differentiate the fragrance and type.
“Usually in retail stores,“ says Levitskaya, "we are surrounded by heavily designed packages with too many graphic elements, colors and information. It makes all the packaging similar, boring and difficult to read. We chose minimalism to stand out from the others and made the packaging readable and user-friendly.”
Despite it being Levitskaya’s first design project in the beauty industry, she found it extremely rewarding to have successfully branded O'Care in a way that not only meets their original goal, but also thrilled Savitski.
“The client is the one who trusts you,“ says Levitskaya. "O’Care gave me an opportunity to be bold and go for the unexpected – and made this project a great joy to work on.”
LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.
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