Package Design - April 2014 - 16

SPONSORED BY

MAKEOVER CHALLENGE

Born U.S.A.
in
the

Package Design's 11th annual Makeover Challenge
celebrates a luxury brand made in America.
By Linda Casey

sing her success and recognition as a makeup artist, Kelley Quan has
launched a beauty brand
with ethnically manufactured
products made in the U.S. "Part
of my mission is to bring manufacturing back and make
something amazing and
covetable," she explains.
"My brushes are competitive to top-end
makeup brushes from
anywhere, including
handcrafted brushes
from Japan."
To ensure the highest
of quality, Quan has the
brushes made in a
family-run factory in
upstate New York to her
exacting standards and
ethical guidelines. Both
of which are so high that
they prompted her to
start Kelley Quan New
York.
"I was so disturbed
when I found out how the hair
for brushes is harvested," she
recalls. "Animals are either brutally stripped of their pelts or

APRIL 2014

maimed without regard while
being sheared, especially in
countries where animal welfare
regulations are either lax or nonexistent. So I looked for an alternative, but I couldn't find a
fabulous synthetic brush. That
started my journey to create
brushes that meet my own needs
as a makeup artist."
That's not a problem for
today's makeup artists thanks to
Quan's PETA-certified, vegan
brushes. While Kelley Quan
New York has enjoyed a good bit
of success with its online store
and product recognition from
beauty bloggers, Quan's ready to
take her business to the next
level. Part of that strategy is
rethinking the packaging for her
premium brush line.
Quan will work with four
branding and design firms-Base
Beauty Creative Agency, Envision Creative Group, Spring
Design Partners and Zunda
Group-in this blue-sky
exercise.
All competing agencies have
been instructed to take a realworld approach by consulting

directly with Quan to develop
their packaging concepts. These
concepts will be unveiled in
Package Design's August 2014
issue. In that issue, we will also
share Kelley Quan's reaction and
the process and strategy behind
each concept as well as launch
online voting.
The most popular design-
determined by votes by the Package Design community online
and in person at this year's Pack
Expo-wins the challenge and
will be featured in the November/December 2014 issue.
To learn more about each
competitor, turn to the agency
biographies starting on page 18.
Package Design thanks FiberMark
North America Inc., a world-class
manufacturer and global distributor
of fiber-based decorative covering
materials and dyed-through paperboards. The company forms a rich
tapestry of inspired top-of-the-line
products for luxury packaging and
upscale collateral helping premier
brands stand out ever more
distinctively.

Package Design - April 2014

Table of Contents for the Digital Edition of Package Design - April 2014