HERA’s Rouge Classy Lipstick is the new signature lipstick from HERA that embodies the
brand’s values and represents contemporary Seoul beauty. This lipstick expresses the
minimalist structure of modern architecture by combining a rectangular shape that has
the contrast of gold and black with a bold outline to create a harmonious composition.
The gold surfaces seen on the front and back are carefully crafted by combining metals,
creating a delicate aura. The edges cut in multiple angles carry on the sophisticated
aesthetics of HERA’s previous lip products. The eco-friendly refill structure allows
for the reuse of the outer case.
Concept
The Rouge Classy Lipstick was created with the goal of embodying HERA’s timeless sculptural language—an object that captures every moment, even amid ever-changing trends.
The design was inspired by Seoul’s architecture, which reflects the city’s unique scenes within its constantly evolving landscape.
Based on a rectangular form, the precise harmony between its straight lines, curves, and surfaces reveals refined details that are distinct yet cohesive.
Shape & Function
For the lipstick container, the mission was to elevate it from a simple vessel holding the product into a complete, standalone object.
Balancing aesthetics and functionality was essential, so magnets with optimized opening resistance were applied to provide both convenience and a premium tactile experience.
We pursued a minimalist design, maintaining a sleek silhouette that feels timeless and wearable, seamlessly fitting into any lifestyle.
The softly curved square outline surrounding the case is derived from the basic square form found in HERA’s previous lipstick designs, preserving the design context.
The black outer case features multi-angled edges that align with existing HERA lip products, creating visual unity.
These edges also extend to the exposed hinge when opened, adding an elegant touch to what could otherwise be a simple form—enhancing the overall finish.
The bold gold surfaces on the front and back are proportioned to perfectly divide the upper and lower sections, symbolizing HERA’s confident and powerful identity.
This design embodies HERA’s belief in Seoul beauty, encouraging users to discover and express their own beauty with confidence.
Special Packaging for Kakao
Rouge Classy Lipstick serves as HERA’s signature lipstick, inspired by the scenery and people of Seoul, featuring the iconic **Seoul Red** shade.
To more vividly convey the essence of Seoul Red, we proposed packaging that fully embraces this color.
For the Kakao Gifting Channel, a wax seal decoration was added—an element designed to convey a personal, heartfelt touch even in online gifting, expressing deeper sincerity.
Eco-friendly Packaging
The eco-friendly refillable structure allows the outer case to be reused, reflecting HERA’s commitment to sustainability not only in appearance but also in function.
For the secondary packaging, FSC-certified paper was used, and the previously applied PET film was removed, resulting in minimal packaging that reduces environmental impact.
