MERó supports beauty launch for 26-year-old influencer

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Brand and design studio MERó has worked with NikkieTutorials to bring a new makeup palette to market in association with Beauty Bay.

Makeup and beauty YouTuber Nikkie de Jager, better known as NikkieTutorials, worked with the studio to turn her ideas into a real packaging and branding concept for the Beauty Bay product, which is being supported by a multi-channel campaign.

Unveiled on August 27th and launched on August 31st, the product has already sold out as of 8:30am on September 1st.

NikkiTutorials has been producing YouTube videos for 12 years and has more than 13 million subscribers on YouTube, as well as 14 million Instagram followers. The Dutch vlogger creates popular videos about the transformative power of makeup.

MERó Creative Director, Andy Culbert, explained: “The packaging design is a clever combination of different aspects of Nikkie’s life and personality while staying true to the Beauty Bay brand.

“It’s based on the idea of a Temple, the name Nikkie gives to her studio where she creates her globally acclaimed makeup videos. The concept of the temple wraps around the packaging design and features illustrations and colours that are very personal to Nikkie.

“One side of the gate fold plays on the colourful, happy and sweet side of Nikkie’s individuality - it’s bright, bold and beautiful. Under Nikkie’s guidance, in contrast we then show a darker side of the temple to reflect that most people have  worries, fears and ups and downs in life. 

“We also took inspiration from Nikkie’s tattoos, which portray these two contrasting but connected sides of her life, and her famous approach of showing two different looks on each half of a face.

“On the reverse, further illustrations show more of Nikkie’s life journey and personality, set within the 3D illustration of a Roman-style inspired temple. Some of the colours from the playful side were carefully introduced on the dark side so that it could show the connection between them.

“An outer sleeve portrays the idea of being able to peek into Nikkie’s life and this exciting new product ‘through a cut out key hole’ which reveals more.

“It’s been amazing to work with both Nikkie and Beauty Bay on this project. Nikkie inspires so many people and is one of the most popular and beloved beauty make-up artists in the world, in part thanks to her honest and open approach. Being able to create something that’s so personal to her has been a phenomenal opportunity for us and we look forward to seeing the response to the new product and design.” 

MERó has worked with Beauty Bay for more than three years, revamping its full brand identity and digital experience, and designing a number of influencers' brand and packaging concepts.