The Highest quality packaging for Re-Nutriv by Estèe Lauder
Estèe Lauder’s flagship product of fall/winter 2016, Re-Nutriv, Ultimate lift regenerating creme, deserves extraordinary packaging. Seidel’s challenge was to realize a unique jar shape with an extraordinary cap. The shape of the jar is to date the most complicated design Seidel has made possible for serial production. The jar’s unique shape moves from a squared bottom over a negative tapered lateral surface to a round top. This was achieved by a very complex transfer press tool at the edge of current technology.
The jar is topped off by an extraordinary cap which includes a lens with a mirrored funnel shape below. Both parts combined provide dimensionality and openness and lead the view of the beholder to the middle and into the depth. The outer lateral surface consists of a high shiny aluminum and is extended by a silver metallized ring at the bottom. The jar is also anodized in custom shiny gold and matches the brand’s luxurious perception perfectly. Cap and jar are available for a 15ml and 50ml packaging. That means all of the different development works and production steps were done twice at the same time by Seidel.