Sandra Collin

Lifiniti is a Chinese brand specializing in high-end French cosmetics and wellness products for women aged 45-60.

Its natural skincare range includes essential oils, hydrolats, and rare plant oils, primarily sourced from Provence through exclusive partnerships with local producers. Some products, like a Damask rose hydrolat from Grasse or a wild lavender essential oil hand-harvested, are offered in small batches or limited editions.

Visual Positioning

Chinese consumers are increasingly valuing well-being, anti-aging, natural ingredients, and premium formulas. Skincare is sought not only for its effectiveness but also as a personal ritual and a moment for oneself.

Luxury expectations are also shifting towards more intimate and authentic experiences. Consumers are prioritizing unique products, true stories, savoir-faire, and meaningful details over outward signs of status.

As Lifiniti's Art Director since 2017, I've been guiding the evolution of its visual identity, packaging, and digital presence.

My initial mission was to strengthen the brand's French positioning while retaining certain codes familiar to the Chinese market. Given the target demographic of women aged 45-60, this evolution needed to be gradual and reassuring.

The visual direction thus combines authenticity with the perception of Provence in China: naturalness, softness, flowers, light, refinement, and the French art de vivre.

I also redesigned the brand's Tmall store and harmonized all product lines and new launches. The small-batch and limited-edition model allows for regular packaging updates while maintaining a coherent and recognizable identity.

Cambridge University Press & Assessment is part of the University of Cambridge and enjoys international recognition based on its academic heritage and commitment to education, research, and assessment.

The institution upholds strong values: academic excellence, access to knowledge, inclusion, diversity, and international openness.

Analysis

The main challenge is to respect the tone and standards of a centuries-old institution while expressing a colorful, dynamic, and accessible visual identity.

My work operates within a highly structured brand framework. The charter precisely defines the use of typography, colors, layouts, visuals, and graphic elements.

The challenge is therefore not only to apply these rules but to interpret them with accuracy and creativity across a wide variety of formats, audiences, and European languages, while maintaining clarity, consistency, and accessibility.

Mission

Since 2013, I have been supporting the European offices of Cambridge University Press & Assessment and have completed several hundred print and digital projects.

Over more than ten years of collaboration and three successive visual identities, I have designed and adapted numerous materials: brochures, catalogs, flyers, cards, promotional items, press advertisements, and advertorials.

My work also includes static and animated web banners, internal and institutional documents, as well as large-format event materials: roll-ups, photocalls, signage, banners, and exhibition elements.

Each project requires precision, adaptability, and a deep understanding of the brand to ensure coherent, accessible, and immediately identifiable communication.

In collaboration with the agency Dreamcentric

As part of its expansion into the United States, Mixa commissioned Dreamcentric agency to conduct a study to assess brand perception and product understanding in this new market.

The project focused on a range of four body care products, each associated with a functional ingredient and a specific benefit.

Analysis

In the US, Mixa could not rely on the brand recognition it enjoyed in Europe. A simple translation of packaging was therefore insufficient: the brand's positioning needed to be clarified, and the offering made immediately understandable to consumers discovering it.

In 2022, ingredient-focused communication was gaining importance in the American market. I therefore worked not only on product imagery but also on the structure and hierarchy of information on the front panel.

The challenge was to determine which element should be perceived first: the ingredient, the product benefit, the skin concern, or the expected result.

Mission

I developed several visual concepts testing different communication approaches: brand visibility, highlighting benefits, emphasis on ingredients, and expression of results.

The goal was to facilitate the discovery of Mixa, enable immediate understanding of each product, and clearly differentiate the four items in the range.

This project illustrates the strategic role of packaging when a brand enters a new market. Beyond its aesthetic function, it becomes an educational tool capable of explaining the offering, reassuring consumers, and building trust at first glance.