The olives look real enough to take a bite. The sunflower beckons its viewers to reach out and smell. The light dancing through the crystals paints a picture of serene beauty. And the sun appears warm and inviting. These images are not part of a photographer’s portfolio; instead, they grace the packaging of the new St. Ives Elements collection, a line of five products that launched earlier this year.
The new collection comes on the heels of a full restage of the parent brand, completed two years ago with the help of Kaleidoscope. While the restage embraced the brand as a Swiss skin care solution, the new Elements collection went in a different direction-in part, due to competitive analysis that revealed many competitors within the mass setting were positioning themselves as European.