Product/ServiceEYES CREAM
Category A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant KOREFE Hamburg, GERMANY
Idea Creation KOREFE Hamburg, GERMANY
Idea Creation 2 KOLLE REBBE Hamburg, GERMANY
Name Company Position
Sascha Hanke Kolle Rebbe GmbH Executive Creative Director
Alan von Lützau KOREFE Head of Innovation and Design
Tim Esser Kolle Rebbe GmbH Creative Director
Stella Daumenlang KOREFE Art Director
André Martens Kolle Rebbe GmbH Account Director
Lore Glander Kolle Rebbe GmbH Production Manager
Alice Feja Kolle Rebbe GmbH Art Buyer
Sebastian Arends Kolle Rebbe GmbH Retoucher
Wibke Çoksezen Kolle Rebbe GmbH Retoucher
Dirk Weyer n/a Photographer

The Campaign

EYES CREAM is the first concealer that actively improves the appearance of the skin. The secret: EYES CREAM is stored in the fridge not the bathroom. It cools as it is applied, causing the pores to close and the skin to look and feel smoother. This remarkable innovation is communicated by its iconic packaging, inspired by classic American ice cream tubs.

Creative Execution

The EYES CREAM tubs (75ml 2,5 fl. oz.) come in five different “flavours” which suit the five most common skin problems: Chocolate (conceals and contours), Mint (conceals rashes and redness), Raspberry (conceals dark spots), Vanilla (age spots) and Blueberry (conceals and chills sunburns).

Indication of how successful the outcome was in the market

Its unusual storage and its fresh design make it a real eye-catcher at the POS, elevating a fundamental basic to a fashionable essential. A limited edition was exclusively available in concept stores and selected beauty retailers. Due to its strong resonance and great success, EYES CREAM will be launched nationwide across Germany during the fall of 2017.

The strategy was to achieve an immediate impact in the densely packed cosmetics market. By inventing a whole new category and using an attention-grabbing packaging EYES CREAM stands out from the competition and instantly demonstrates its unique character.