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Makeover Challenge adds polish to Salon Dashing diva brand
Aug '08
ST Media Group International, publisher of Package Design Magazine, is excited to reveal the impressive entries into the fifth annual Package Design Makeover Challenge with the publication of the July/August 2008 issue.

This one-of-a-kind competition involves four package design teams and a single brand open to new package design ideas.

This year's brand is the global franchise salon and nail specialty brand Dashing Diva, which has established itself with a sophisticated, urbane product line and an ultra-pampering salon experience.

In recent years, the nail care and accessory brand has expanded their product lines and created a more refined retail presentation to better match their quality formulas, innovative nail products, and in-store design.

The task before the teams was to create a new direction for Dashing Diva to bridge the gap between the brand's history and its future.

Dashing Diva brand management sought an identity to serve them well as the brand extends its lines into different retail environments.

Dashing Diva has already announced its plan to convert some of the ideas of the Makeover Challenge into reality later this year, when it introduces several new products.

This year's participating design teams are: Atomica Design Group in Morrisville, Pennsylvania; beyondesign in Mumbai, India; Display Pack in Grand Rapids, Michigan; and John Waski Design in Westport, Connecticut. Each team took a decidedly different approach to preparing the brand for a new era.

"Every year, the Makeover Challenge submissions surprise us with their attractiveness, shelf impact, functionality, and ergonomics," says Chris Lyons, publisher of Package Design Magazine. "It's a blue-sky experiment that yields very innovative package designs."

Complete summary accounts and images of each team's designs appear in the July/August 2008 issue of the magazine and in the online version of the magazine. This fifth edition of the Makeover Challenge is sponsored by Kodak and its Design2Launch division.

Readers of Package Design are asked to vote online and pick the team they believe presented the best overall package design for repositioning of the Dashing Diva brand.

The Makeover Challenge "winning" package design team will be honored with an in-depth cover story profile in the November 2008 issue.

ST Media Group International

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