Pack overhaul keeps it Simple for men’s range

Brewer Riddiford is updating Accantia Health & Beauty’s shaving and skincare range for men, Simple Skin Defence, to lend it stand-out in the ‘cluttered’ male skincare sector.

The packaging work comes in response to research that reveals men ‘require more straight-forward language and guidance’ with regard to facial skincare.

‘Men’s skincare has traditionally grown from women’s ranges, but men enter the market later and aren’t familiar with the language used,’ says Accantia senior brand manager Rachel Price.

Accordingly, Brewer Riddiford has introduced a more ‘systematic’ approach to the packaging to highlight the product’s three-step skincare approach. Copy on the back label has been introduced, offering ‘simple practical advice’.

A ‘For Men’ strapline and a ‘Skin Defence’ band have been added to the logo, and blue, green and aqua colourways have been employed to appear ‘fresher, lighter and more exhilarating’, says Brewer Riddiford senior designer Chris Mettrick, who led the work.

The physical packaging features semi-transparent tubes and lightly-tinted lids to reveal more of the product within.

Brewer Riddiford was appointed without a pitch on the strength of previous work with Accantia, formerly Smith and Nephew.