CLIENT: PVL Beauté x Givenchy
cmf design · trend research · material design
Givenchy “Perfecto Lipstick”. Surface and Material Strategy.
Exploring how refined materials, finishes, and textures shape perception, reinforce brand identity, and translate abstract values into a tactile experience.
Tasked with redefining the iconic Perfecto Lipstick for Millennial and Gen Z consumers, this project explored how surface strategy can reinforce luxury codes while driving longevity. The objective was to shift perception from a disposable item to a collectible object of desire.
Through trend forecasting and behavioral analysis, I developed a CMF universe focused on tactility, reflectivity, and visual depth. The material, adding to the modular architecture of a product with interchangeable covers, encourage users to retain the core mechanism and customize the exterior. By refining material finishes and colors (with PVL Beauté) we created a sensory experience that aligns with Givenchy’s brand identity while addressing modern demands for sustainability and personalization.
Strategic Takeaway
Customization in luxury packaging is not merely a trend; it is a strategic lever to not only extend product lifespan but also to fidelize customers. With this project we were able to prove that sustainability and high-end desire are compatible.
Project Information
- Role: CMF Designer. Creative Direction.
- Client: PVL Beauté x Givenchy
- Status: Market Launch Q2 2024
- Focus: Trend Research, Material Design, Surface Strategy
Givenchy
Research
Moodboard
Outcome
This design encourages users to keep and reuse the project over time. The combination of modularity and redinfed material, enables the project to have a elevated perceived value to two types of consumers.
Perfecto Lipstick - Final product launched to the market
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