In the world of cosmetics, women have dominated the market, but it's time that men finally got their due. With the rise of the "metrosexual" and a new group of savvy "manscapers," a line of skincare specifically formulated and targeted at the male consumer was just the ticket.
This project focused on taking an established brand and extending their product offerings to include a line of personal care products, while simultaneously refreshing their brand image. Samsonite—makers and purveyors of quality travel luggage pieces—was ideally suited for this project objective.
The brand identity was revisited and refreshed to cater to more of a contemporary market and capture new market share with younger consumers. The resulting skincare line that was developed in tandem is not only designed to harmonize with one of Samsonite's high-end collections, but also, in and of itself, caters to business travelers and on-the-go professionals who enjoy looking as polished and sharp as their suits.