Using her heritage culture as her source of inspiration, Dr. Hamzayeva, founder of Gazelli Cosmetics, created a feminine and beautiful brand. The country of Azerbaijan is the place where Hamzayeva found the natural resources for her products and the identity of her beauty line.
The company’s name was inspired by the local word "Ghazel," which means inner beauty, and the packaging design was inspired by the country’s artisan work and art. "We illustrated our packaging with drawings conjuring up local tapestry and fabric patterns with scenes of rural life," explains Dr. Hamzayeva in the website. The black and white cream boxes are decorated with women dressed up in traditional attires, and also the packaging sports a mesmerizing Middle East pattern in its design.
The Gazelli Cosmetics packaging represents a country’s history while promoting to female costumers the idea of inner beauty and femininity.
Poetic Heritage Packaging
The Gazelli Cosmetics Brand is Lyrical and Feminine
Trend Themes
1. Heritage Branding - The trend of heritage branding in the cosmetics industry creates opportunities for brands to connect with customers through cultural narratives and traditions.
2. Artisan-inspired Packaging - The rise of artisan-inspired packaging design opens up innovative opportunities for brands to incorporate traditional craftmanship and cultural motifs into their product presentation.
3. Emphasizing Inner Beauty - The focus on inner beauty as a selling point provides a disruptive innovation opportunity for brands to challenge conventional beauty standards and promote holistic well-being.
Industry Implications
1. Cosmetics - The cosmetics industry can leverage heritage branding and artisan-inspired packaging to differentiate their products and tap into consumers' desire for unique and culturally authentic experiences.
2. Art and Design - Art and design industries can explore collaborative opportunities with cosmetics brands to create visually stunning packaging that incorporates traditional artistic elements, showcasing the intersection between beauty and art.
3. Wellness and Self-care - The wellness and self-care industry can integrate the concept of inner beauty into their products and services, offering consumers a holistic approach to personal care that encompasses both physical and emotional well-being.