ModelCo rebrands

Australian cosmetics brand, ModelCo, has announced it is re-branding and re-packaging its products, seven years after it originally launched.

In a statement issued this week, the company said that the philosophy of the brand has naturally evolved, together with the products and that it is “now time to take the company to the next level”.

The first stage in this latest evolution of the brand is the new packaging, which the company says is designed to “draw the customer in and simplify the shopping experience with clever design elements such as: being able to see the particular shades of lipstick or blush from the outside, and the graphics now denoting the actual product benefits – bringing added product personality to the brand and allowing each hero product to shine for itself”.

The well-recognised corporate colours of hot pink, silver and white will also be given a strong injection of black – thus enhancing the brand’s sophisticated feel and an even stronger shelf presence.

Shelley Barrett, ModelCo Founder & CEO, said:

“It’s hard to believe that it’s only been seven years since I first started ModelCo, the company has seen phenomenal growth in that time and there are some exciting things in the pipeline for 2010, so I felt that now was the time to re-engage our customer and take the company to the next level. ModelCo is all about ‘Smart Beauty’, making women look and feel their best with minimum effort, the repackaging reinforces this philosophy and not only simplifies the shopping experience but also further enhances the sophisticated feel of the brand with the strong injection of black added to the signature mix of pink, silver and white.”

New packaging is being released to stores this month.

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