• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Shape Up!

    Connecting To The Consumer

    Enhancing Cosmeceuticals Via Phytonutrients

    Building on Its Strength

    Pardon the Disruption
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Put Nagase to the Test!

    WWP Buys CDG & Design Quest

    Magnakron To Build Coconut Plant

    BASF Invests in Digital

    Not Too Cool for School!
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    21. Pola

    42. Turtle Wax, Inc.

    20. Jarden

    25. Sunstar

    3. Estée Lauder
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Put Nagase to the Test!

    BASF Invests in Digital

    Not Too Cool for School!

    schülke's Products are Halal-Certified

    PRIA On-Track for Reauthorization
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Put Nagase to the Test!

    WWP Buys CDG & Design Quest

    Not Too Cool for School!

    Anisa Opens LA Office

    schülke's Products are Halal-Certified
    Lab Equipment
    Mixing
    Packaging
    Testing

    WWP Buys CDG & Design Quest

    Anisa Opens LA Office

    Plastic Problem? Look to Squid Inc.

    Method Unveils Spring Limited Edition Line

    More Eco Options Roll Out in Laundry Space
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Croda

    Sabinsa Cosmetics, a division of Sabinsa Corporation

    CIE

    Ashland

    Siltech Corporation
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    The Art of Working with Artists

    Cosmetics brands can successfully partner with artists. Vault49 co-founder Jonathan Kenyon explains how.

    This Baileys
    This Baileys' Almande bottle showcases a playful spirit of indulgence.
    A limited edition Baileys Strawberries & Cream bottle.
    A limited edition Baileys Strawberries & Cream bottle.
    Related CONTENT
    • Inside Story
    • Kiehl's LifeRide for amfAR
    • 2. L’Oréal
    • 3. Henkel
    • 10. LG Household & Healthcare
    Jonathan Kenyon, Co-founder, Vault4901.28.19
    Luxury personal care brand Kiehl’s late last year announced an exciting partnership with American illustrator and artist Andrew Bannecker to create unique and beautifully designed packaging design that also supports the charity Feeding America. Known for his vibrant color combinations, quirky characters and textured designs, the artist has conjured up stunning designs for the limited-edition range. The charity helps relieve hunger in the US amongst 46 million people, including 12 million children. It’s spreading holiday cheer in more way than one and it’s heartwarming to see the brand helping people who are struggling at Christmas.

    Kiehl’s has been teaming up with artists for a number of years to release these charitable collections and as a result it really feels like it’s part of the brand now.

    Fellow personal care brand SK-II also has a strong track record of teaming up with artists, to produce limited edition products. The latest collaboration, with Australian artist and illustrator Karan Singh, extends beyond the packaging to integrate with SK-II’s website and even a new ad, to illustrate the power of their trademark ingredient PITERA.

    So what inspiration can cosmetics brands take from this and how can they work with artists successfully?
     
    1. Find the right partner
    When looking at the history of brand and artist collaborations, it can be a difficult partnership to get right. Are art and brands divided by different values, with one from Mars and the other from Venus? Or do they make the perfect couple capable of enriching one another’s lives?

    One of the earliest examples of artists and brands working together is Pears soap when it used the Millais Bubbles painting in the 19th Century. The partnerships continue today with campaigns such as Pepsi’s ‘LOVE IT. LIVE IT. FOOTBALL.’

    These brands might make getting this marriage right look effortless – but it isn’t. Artistic credibility is hard-won, so it’s rigorously defended, and the faintest whiff of inauthenticity from a brand or artist could inflict lasting damage. Therefore, getting the right partner is crucial. 

    2. Beauty isn’t just skin deep
    We’re all familiar with artists who become brand ambassadors, as Sean Combs did when he teamed up with Cîroc vodka to achieve impressive commercial results. And in the early days it worked for brands to buy or commission work, just as Pears did with Millais. There is a place for these approaches, but in an age when consumers are suspicious of marketing, the most successful collaborations are those involving a more meaningful partnership between artist and brand – working together from conception to execution and finding solutions that can fundamentally shape a brand.
     
    Look at the deeper collaboration between artists and Baileys (see images above in slider). The brand has released new product lines and limited editions in recent years including iced coffee cans, Strawberries & Cream and the dairy-free Almande with beautiful design that repositions it as an ‘adult treat’ to enjoy the festive season. The design embraces a playful spirit of indulgence, allowing Baileys to become a co-conspirator with its audience and saying ‘to hell with guilt’.

    It shows what’s possible when, rather than simply using artists as promotional tools, brands seed artists in their workflow, threading them directly through the innovation and discovery process, where they help to innovate, stress-test concepts, and inject fresh thinking into its process.
     
    3. Try the Warhol way
    These deeper collaborations are rich in opportunity for brand and artist alike – but they’re not without risk. It can be tough for artists to know which brand is right to partner with. And it can be just as tough for brand managers to accept the uncertainty that comes with artistic collaboration. How do they find the artist that best represents their brand? And how can one brand create an environment in which art can thrive?
     
    One answer is to tap into an established creative community, where artists from different backgrounds and disciplines are already working together – and working with brands, just like the Factory created by Pop Art founder Andy Warhol.
     
    The Factory was a community of artists and muses, but it was also a creative network which linked commerce and art. By working with a collective of artists, designers and makers, brands can draw from a well of skills and artistic specialisms, which produce truly original ideas.
     
    This hub of artistic expression can take commercial collaboration to a new level, as the right artist can be paired with each creative challenge.
     
    Even with this kind of help, forging a successful brand and artist partnership is hard, but if you get it right these deeper, braver collaborations can result in great art and powerful commercial opportunities.

    ----


     
    Jonathan Kenyon is co-founder and executive creative director of Vault49
     
    Related Searches
    • marketing
    • christmas
    • global
    • holiday
    Related Knowledge Center
    • Packaging
    • Skin Care
    • Hair Care
    Suggested For You
    Biology Reinvents the Cosmetic Industry: Trends to Watch Biology Reinvents the Cosmetic Industry: Trends to Watch
    Shiseido Announces Changes in China Business Shiseido Announces Changes in China Business
    Aveda Presents North America Artistic Team Aveda Presents North America Artistic Team
    Kiehl’s Feeds America Kiehl’s Feeds America
    Shiseido Announces Changes in China Business Shiseido Announces Changes in China Business
    Happi Holidays! Happi Holidays!
    The Fundamentals of Naturals The Fundamentals of Naturals
    All of It and More All of It and More
    Remain Relevant Remain Relevant
    Me,  Myself  and I Me, Myself and I
    Sun Protection Is a Habit Worth Starting at Any Age Sun Protection Is a Habit Worth Starting at Any Age
    Kiehl’s LifeRide for amfAR Kiehl’s LifeRide for amfAR
    Youth Movement at Kiehl Youth Movement at Kiehl's
    10. LG Household & Healthcare 10. LG Household & Healthcare
    3. Henkel 3. Henkel

    Related Expert's Opinion

    • Actives | Hair Care | Skin Care
      Trends in Natural Beauty Care

      Trends in Natural Beauty Care

      R&D investment aimed towards more effective plant-based actives and extracts is on the rise.
      Funlayo Alabi, Co-Founder, Shea Radiance 11.19.18

    • Skin Care
      Protecting Your Skin Care Product’s Name

      Protecting Your Skin Care Product’s Name

      What to do—and not do—to save your company from potential headaches.
      Josh Gerben, Founder, Gerben Law Firm 10.22.18

    • Functional Ingredients | Laundry Care | Packaging | Packaging | Polymers | Surfactants
      Light-Weighted Laundry Care

      Light-Weighted Laundry Care

      Less can be more when the full product lifecycle is considered.
      Tom Szaky, TerraCycle 09.03.18


    • Hair Care
      Natural Hair Care

      Natural Hair Care

      Shea Radiance founder Funlayo Alabi discusses balancing consumer expectations with effective natural ingredients.
      Funlayo Alabi, Founder, Shea Radiance 08.20.18

    • Packaging | Packaging
      Cleaning Up Clean Beauty

      Cleaning Up Clean Beauty

      TerraCycle CEO Tom Szaky on improving end-of-life scenarios.
      Tom Szaky, TerraCycle 07.23.18

    • Color Cosmetics | Fine Fragrance | Hair Care | Personal Cleansers | Skin Care | Sun Care
      Improving Order Fulfillment in Beauty

      Improving Order Fulfillment in Beauty

      Dotcom Distribution CEO offers two solutions.
      Maria Haggerty, Dot.com Distribution 06.25.18


    • Hair Care | Skin Care
      Global Attitudes on Aging: Embracing Aging and Beauty in America

      Global Attitudes on Aging: Embracing Aging and Beauty in America

      Cultural differences on aging.
      Funlayo Alabi 06.18.18

    • Color Cosmetics | Hair Care | Skin Care
      Disrupt or Follow?

      Disrupt or Follow?

      There is more than one route to success in the beauty business.
      Tom Hearn, Partner, Nude Brand Creation 05.21.18

    • Color Cosmetics | Fine Fragrance | Skin Care
      How To Maintain a Premium Beauty Brand’s Desirability

      How To Maintain a Premium Beauty Brand’s Desirability

      Tom Hearn of Nude Brand Creation outlines a strategy.
      Tom Hearn, Partner, Nude Brand Creation 04.16.18


    • Color Cosmetics
      Reflecting & Embracing Diversity in Product Development

      Reflecting & Embracing Diversity in Product Development

      Brands that fail to see the wide range of colors and subtle variances of undertones and overtones will lose ground.
      Funlayo Alabi, Co-Founder, Shea Radiance 04.02.18

    • Color Cosmetics | Hair Care | Household Cleaning | Laundry Care | Packaging | Personal Cleansers | Skin Care
      Eliminating the Idea of

      Eliminating the Idea of 'Waste'

      Making recycling interesting creates value for sustainable brands.
      03.20.18

    • Color Cosmetics | Skin Care
      How Indie Brands Are Setting the Pace & Influencing Beauty Trends

      How Indie Brands Are Setting the Pace & Influencing Beauty Trends

      Shea Radiance co-founder Funlayo Alabi explores this hot topic.
      Funlayo Alabi, Co-founder, Shea Radiance 01.15.18

    • Hair Care | Skin Care
      How Food Trends Are Influencing Natural Cosmetic Formulations

      How Food Trends Are Influencing Natural Cosmetic Formulations

      Shea Radiance's Funlayo Alabi explores the spillover effect and what it means for beauty brands.
      11.20.17

    • Laundry Care | Packaging | Packaging
      Encouraging Laundry Care Bottle Recycling

      Encouraging Laundry Care Bottle Recycling

      Creating green opportunities can drive value for brands.
      Tom Szaky, TerraCycle 09.25.17

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care | Sun Care
      Refined vs. Unrefined Oils and Butters

      Refined vs. Unrefined Oils and Butters

      The importance of fats and oils in cosmetic manufacturing.
      Funlayo Alabi, Co-founder, Shea Radiance 08.28.17

    Breaking News
    • Put Nagase to the Test!
    • WWP Buys CDG & Design Quest
    • Magnakron To Build Coconut Plant
    • Skin Care Actives from DSM
    • BASF Invests in Digital
    View Breaking News >
    CURRENT ISSUE

    February 2019

    • Shape Up!
    • Connecting To The Consumer
    • Enhancing Cosmeceuticals Via Phytonutrients
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • privacy policy
    • term and condition
    • about us
    • contact us

    follow us

    Subscribe

    magazines

    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image

    Copyright © 2019 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login