Christine Esposito, Managing Editor09.30.22
Clinique is marking Day of the Dead with a limited-edition jar of its popular Take the Day Off Cleansing Balm (TTDO) that marks the special holiday which originated in Mexico and is celebrated across Latin America. Prominent decorations for the holiday (which begins on November 2), are skulls and skeletons, which represent family and loved ones passed, and Clinique created its special packaging in partnership with Mexican illustrator Melissa Zúñiga, better known as Ely Ely.
Ely Ely’s illustration is printed on the lids Take the Day Off Cleansing Balm jars. The jar is clear purple with a silver lid, so for contrast, Clinique chose a midnight blue background with accents of “Clinique green,” Take the Day Off purple and other bright, complimentary colors typically seen during Day of the Dead celebrations.
The illustration was printed opaque and finished with a clear gloss for an extra pop, according to venerable skin care and beauty brand that is part of The Estée Lauder Companies.
“We thought it was important to work with a Latina artist, for both authenticity and creative depth. After researching hundreds of artists, our team agreed Ely Ely had the right style for the project,” said Sameer Agarwal, Vice President, Clinique North America Marketing at The Estée Lauder Companies Inc.
Ely Ely’s color, whimsy and graphic approach brought a sense of optimism and celebration to the Day of the Dead illustration, according to Agarwal.
Agarwal concluded, “She was a perfect fit for Clinique.”
The limited edition pack debuts Oct. 3 on Clinique.com and sold at select Dillard’s and Macy’s locations.
It is great to see more diversity when it comes to holiday packaging in the beauty business.
Ely Ely’s illustration is printed on the lids Take the Day Off Cleansing Balm jars. The jar is clear purple with a silver lid, so for contrast, Clinique chose a midnight blue background with accents of “Clinique green,” Take the Day Off purple and other bright, complimentary colors typically seen during Day of the Dead celebrations.
The illustration was printed opaque and finished with a clear gloss for an extra pop, according to venerable skin care and beauty brand that is part of The Estée Lauder Companies.
The Artist Partnership
Based in Mexico City, Ely Ely has worked on many projects in Mexico and abroad, including partnerships with high-profile brands like Zara, Tous, Danone and Kipling to name just a few.“We thought it was important to work with a Latina artist, for both authenticity and creative depth. After researching hundreds of artists, our team agreed Ely Ely had the right style for the project,” said Sameer Agarwal, Vice President, Clinique North America Marketing at The Estée Lauder Companies Inc.
Ely Ely’s color, whimsy and graphic approach brought a sense of optimism and celebration to the Day of the Dead illustration, according to Agarwal.
Agarwal concluded, “She was a perfect fit for Clinique.”
The limited edition pack debuts Oct. 3 on Clinique.com and sold at select Dillard’s and Macy’s locations.
It is great to see more diversity when it comes to holiday packaging in the beauty business.