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Iconic Q-tips Revamps Packaging Design 

This multi-use beauty tool traces its history back a century. Now it has a modern look.

Q-tips, part of Elida Beauty at Unilever, is a brand that dates back a century. In fact, generations of consumers often request cotton swabs by asking for a “Q-tip.” 

An updated look for an industry icon.

From perfecting winged eyeliner to applying first aid ointment, these cotton swabs have myriad uses across HBA.

But even brands with a storied history can benefit from a packaging refresh. Q-tips recently revamped its packaging to modernize the look and remind consumers about the versatility of these cotton swabs.

Happi chatted with Olga Alpeter, associate brand director, Q-tips, about the re-design process.

Happi: What prompted this redesigned look?

Alpeter: Q-tips celebrated its 100th birthday in 2023 and what better way to enter the new century than with a fresh new look! The “Q” in Q-tips stands for quality and the new look is an extension of our commitment to having great quality products that our consumers have loved for decades.

Happi: How does this new look capture what Q-tips delivers in terms of performance compared to other cotton swabs, but also conveys the heritage of the brand?

Alpeter: Q-tips is known for our blue and white packaging—it’s been the core of our brand identity for the last 100 years. With this refresh, we wanted to bring the design into the new century with a look that highlighted our quality over other cotton swab brands.

Happi: Are there other attributes to the new look?

Alpeter: You’ll find that the back of our packs is focused on showing how Q-tips can be used in all sorts of situations. It was important for us to show that Q-tips are for everyone and updating our examples to better represent the people that use them.

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