History of Modern Design
Katie Hauser
11/20/12
Paper #2
(Word Count: 877)
Don’t Judge A Lip Balm By Its Cover
Burt’s Bees Tinted Lip Balm and Carmex’s lip balm seem like items belonging
to entirely different realms. Although they are both lip balms, the products’
packaging design drastically differentiates them. When one looks at their content
and regards their function, however, they are not all that different; both lip balms
fundamentally serve the same purpose of moisturizing lips and are even composed
of similar ingredients. The design of Burt’s Bees and Carmex’s lip balms differentiate
themselves by appealing to different genders and emphasizing different values, but
are ultimately more similar than not.
Burt’s Bees Tinted Lip Balm’s substantial packaging evokes femininity
through its color scheme, words, and shape. A thick cardboard canister, featuring a
deep brown on the outer later and a warm, light pink on the inner layer, holds the
actual product. Although confined and reserved in its placement, pink immediately
strikes the viewer as a defining element because of the color’s historical and nearly
universal association with femininity. The labels’ delicate and pretty words also
suggest femininity; “pink blossom,” the tint’s name, references flowers and the balm
“cares,” a sweet and maternal verb, for the user’s lips. An entire paragraph regarding
beauty reveals itself when one pulls the pink shell from the brown. This suggestion
that the lip balm contributes to the user’s beauty makes the product a cosmetic
rather than a simple lip salve. Such cylindrical shapes (in comparison to the Carmex
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short, squat jar with a wide opening) also suggest make-up products; a thin, lengthy
product requires holding between one’s fingers and applying it directly to the lips, a
more delicate activity most associated with applying lipstick, a purely feminine
product. An undeniable aspect that suggests cosmetic purpose and therefore
femininity is the balm’s second function as a lipstick due to the product’s tint. This
aesthetic function is secondary because the products title is “tinted lip balm” versus
“moisturizing lipstick” and the company is known for its balms. Such a secondary
function reflects its intended consumer and therefore reinforces its design elements.
An average straight male would not use tinted products; however, the tint increases
appeal to women on the basis that it improves their beauty. Burt’s Bees lip balm
differentiates itself through its blatantly feminine design.
Carmex, on the other hand, does not strike one as a feminine product. It’s
packaging, a small, white, plastic jar with a tin, twist-off lid, does not require the
same cosmetic application; rather, one rubs his finger around the relatively large
balm surface before bringing his finger to his lips. Instead of references to beauty,
caring or other fuzzy words, the jar features its slogan, “It Soothes. It Heals. It
Protects.” Such a phrase, disjointed by two-word sentences, evokes action and
boldness. Protection also brings masculinity to mind. Interestingly, the jar excludes
the words “lip balm,” instead claiming itself a product “for cold sores” and an
“external analgesic.” Such words suggests medicine versus cosmetics, therefore,
Carmex lip balm appears manlier. Carmex also features its bold logo; “Carmex” in
capitalized, sans serif font placed within an irregular red box, grounded by a
noticeable black shadow over a bright yellow background. Thick, bold lines and
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geometric shapes combined with jarring primary colors seem to suggest strength
and urgency. Similarly, a lack of harmonious color suggests that Carmex does not try
to woo audiences with pleasing, beautiful design. Rather than focusing on beauty, of
either the product or user, the Carmex lip balm focuses on longstanding reliability
with medicinal significance. The store packaging boasts its “long-lasting relief” for
over seventy years, that it is the “#1 Pharmacist Recommended Lip Balm,” includes
drug facts, and mentions a “money back guarantee.” Carmex’s lip balm design
implies strength, masculinity, and effectiveness.
Rather than suggestions of clinical strength, Burts Bee’s lip balm places
strong emphasis on its natural quality. Both the plastic container and cardboard
container feature, in a bold yellow more striking than the surrounding white text,
“100% natural” and the fine print reads “natural personal care products for The
Greater Good,” the company’s campaign,1 and the inside paragraph on beauty boasts
“natural ingredients.” Interestingly, Carmex also uses a number of Burt’s Bees
boasted ingredients, including beeswax, lanolin and cocoa butter. Burt’s Bees
eagerly includes icons indicating absence of animal testing and that post-consumer
materials contribute to its outer packaging. Carmex also indicates on its packaging’s
backside that the product was not tested on animals. Although reassuring that
Burt’s Bees extra packaging contains recycled material, this container seems
unnecessary, especially considering the brand’s other products’ lack of extravagant
packaging. Ultimately, the plastic, which nothing indicates was recycled, containing
the lip balm will remain after the cardboard case. Although Burts Bee’s places a
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Burt’s Bees. “Our Commitment.” http://www.burtsbees.com/c/commitment//
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large emphasis their natural and social responsibilty as their competitive advantage,
Carmex quietly rivals in most areas.
Overall, the lip balms seem unnecessarily and somewhat deceptively
differentiated. Burt’s Bees tinted lip balm is essentially a Chapstick instead of an
exclusively feminine cosmetic and less unique in its natural investment than an
average consumer may realize. On the other hand, Carmex may have glorified its lip
balm as a medicinal product instead of simply lip balm and is not fundamentally
more masculine than any other lip balms. In their similar employment of
differentiation and distinction, the lip balms become more alike.
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