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PUPA MILANO
MY CRUSH: Reinventing Lipstick Packaging Through Sensory Silicone Design.
Designing Packaging Around a Sensation
For My Crush, PUPA Milano set out to redefine the perception of matte lipstick by combining intense color payoff with exceptional comfort and a soft second-skin feel.
To translate this design vision into a tangible packaging experience, PUPA Milano relied on Berlin Packaging Beauty's and Berlin Packaging | Cosmei's expertise in developing innovative packaging solutions and applying new materials and finishes.
Featuring a silicone shape with a distinctive ribbed texture and soft pastel tones, the packaging transforms the lipstick into a multisensory beauty experience. Its velvety, enveloping feel reinforces the emotional identity of the collection and creates an immediate connection with the softness of the formula.
The design of My Crush is a feast for the eyes and a pleasure to touch.
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THE CHALLENGE: Creating an Emotional Lipstick Experience
In today’s beauty industry, lipstick packaging must go beyond functionality. Consumers increasingly expect products that create emotional engagement through design, texture and sensorial interaction.
For My Crush, PUPA Milano aimed to reinvent the perception of matte lipstick. The packaging therefore needed to visually communicate softness while delivering a tactile experience aligned with the formula itself.
The objective was to create a premium beauty packaging solution capable of expressing femininity, increasing shelf impact and reinforcing the emotional identity of the collection.
THE SOLUTION: a bespoke Lipstick Packaging Solution Inspired by Softness
To translate the sensorial qualities of the formula into packaging, Berlin Packaging Beauty and Berlin Packaging | Cosmei worked on tactile interaction and visual appeal.
The distinctive ribbed surface, rounded silhouette and refined finishes create a packaging experience that immediately communicates softness and comfort. The light pink finish and matte rose-gold metallic cup create a sophisticated visual contrast, while the overall design highlights the feminine and contemporary identity of the collection. Every details was conceived to create a packaging solution perfectly aligned with the soul of the lipstick.
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THE SENSORY POWER OF SILICONE
A key element of the My Crush project is the use of silicone, a material selected for its unique combination of soft-touch sensoriality, aesthetic versatility and technical performance.
Its silky feel and distinctive tactile properties create an immediate connection between formula and packaging, while offering extensive possibilities in terms of shape, texture and visual identity. These qualities respond perfectly to the growing demand for multisensory beauty experiences in packaging, where touch, comfort and texture play an increasingly important role in product perception.
For My Crush, the ribbed silicone texture goes beyond aesthetics, giving the packaging a distinctive material identity and transforming it into a jewel of cosmetic design, where innovation, sensoriality and aesthetics come together.
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The Result: A Beauty Packaging Experience Designed to Be Felt
The final result is a premium lipstick packaging solution that combines emotional storytelling with tactile design, delivering a recognizable and emotionally engaging consumer experience.
Through its sculptural identity and sensorial interaction, My Crush transforms lipstick application into a memorable beauty ritual while strengthening differentiation within the color cosmetics market.