With its luminous packaging for the Swiss premium cosmetics brand “elline Switzerland”, Karl Knauer KG claimed victory in Dubai at the “Pure Beauty Global Award 2019” in mid-April. In the category of “Best New Design and Packaging”, the innovative design by the Black Forest based packaging specialists literally outshone the competition at the award ceremony in Dubai.
The world’s first luminous packaging in the cosmetics segment
The trade magazine “Pure Beauty” regularly honours the most exciting brand presences and products in the global beauty industry. At this year’s competition, the jury of experts awarded prizes to entries from 30 countries in 31 different categories.
The first-ever luminous packaging in the cosmetics segment was nominated as a finalist in the categories of “Best New Design and Packaging” and “New International Breakthrough Brand”. The packaging is part of an elaborately constructed series of folding boxes with and for the “elline” brand from Swiss Premium Cosmetics AG. When one of the packages in the seven-product series is opened, the filigree laser-cut “Treasures of Youth” lettering begins to glow brightly. Taking the prize at Dubai, the top product of the line, the 24k-Anti-Aging-Serum, even has one more special effect: Sliding open the packaging activates an integrated lighting effect that illuminates the interior of the velvet-bedded bottle. When the packaging is closed, the secret of the user's youthful complexion disappears again. The jury rewarded this spectacular brand presentation with a special distinction. Finally, this represents an unparalleled change in product promise – the name “elline” means, in so many words, “the shining one.”