Neues

Shiseido

Packaging for prestige cosmetics

Shiseido, the Japanese market leader, commissioned Giugiaro to develop packaging for a range of prestige cosmetics, dedicated to a male audience.

BRAND: Shiseido

MODEL: Neue

YEAR: 1992

CATEGORY: Packaging

DESIGNER: Giorgetto Giugiaro

The target audience for the Neues cosmetics line is male, between the ages of 20 and 40. The fragrance packaging, outer packaging and small bottles, was to convey a feeling of dynamism and maturity, strength but also self-control. The product was intended for global distribution.