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Shiny, Happy Makeup: Established Designs Packaging for Marc Jacobs Cosmetics

Sure, Francois Nars‘s formulas are great, but Fabien Baron‘s rubbery matte black packaging and assured Helvetica Neue identity for the makeup artist’s eponymous line helped it zoom to enduring global glory (and eventually earn Nars a mega-payout from Shiseido, which acquired the brand in 2000). Marc Jacobs is going shiny.

The designer—and Nars buddy—is angling for a piece of the wildly competitive color cosmetics market with a 122-product line created in collaboration with Sephora, owned by longtime Jacobs-backer LVMH. On August 9, Marc Jacobs Beauty will arrive in Sephora stores and select Marc Jacobs emporiums in packaging designed by New York-based Established.

The design brief? Make it “just lovely,” advised Jacobs—products that women wouldn’t want to put down. “The result is a line of beautiful, fluid shapes in a high-shine inky black lacquer finish,” says the Established team of the curvy compacts and pill-shaped lipglosses. “Every detail was meticulously considered, from the ultra-thin frame around mirrors to the layout of the makeup or an oversized button.”

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