If there’s ever been a brand that takes its skin-care products very seriously, it’s Paula’s Choice. Before she even launched her own line, founder Paula Begoun was all about consumer advocacy and education, creating a still-thriving ingredient dictionary that reads like a burn book about some of the most popular yet unproven ingredients. It’s no surprise that its packaging had a clinical-meets-elegant aesthetic. However, the brand took to Instagram to surprise followers with a makeover to its Booster collection that can only be described as, dare I say it, fun.
Previously packaged in mostly white and silver dropper bottles with “RESIST” in all caps, the Boosters now come in several different formats. Each one is now white with a pop of pretty color with “BOOST” in big letters. The 10% Niacinamide Booster is accented in lime green, the Moisture Renewal Oil Booster has touches of royal blue, and the C15 Super Booster, which was the only product previously in a colorful bottle, went from all orange to just highlighted with the hue.
The Hyaluronic Acid Booster was previously in dropper format, but has been switched over to a turquoise-accented pump bottle, a direct result of customer feedback. “We pay close attention to what our customers tell us about every aspect of our products, and, of course, packaging is a big one,” Begoun tells Allure. “As we experimented with new packaging for this popular booster, we found that the calibrated pump action of the new bottle worked far better with the product’s gel texture, making it easier to dispense the ideal amount, whether you use this booster on its own or mix a drop or two into your favorite serum or moisturizer.”
The only Booster that was already in pump format, the 1% Retinol Booster, now has purple accents. And the product formerly known as the Vitamin C Spot Treatment has now joined the Booster family as the C25 Super Booster, the only one in tube format.
“We wanted to create a more cohesive, inviting look for our range of innovative boosters,” Begoun explains about the decision to switch things up. “As we knew would happen, many of our customers are using multiple boosters for their skin-care needs, so we wanted to give each one a more distinctive look via bold splashes of color and refreshed graphics, yet still have a recognizable synergy representing how well they work together. Now, it’s much easier to find the booster you need to customize your skin-care routine morning and evening.”
According to Begoun, this is just the beginning of a major packaging overhaul. “Throughout this year and 2019, we will be rolling out a new look that better exemplifies our mission of truth in beauty, using bold, straightforward packaging that’s user-friendly, beautifully protects the formulas inside, and makes it even easier for our customers to find exactly what they’re looking for, especially if they use more than one of our lines as part of their customized skin-care routine.”
And if you already loved the Boosters, don’t worry — nothing but the packaging has changed. “Our exclusive, one-of-a-kind formulas remain the same,” says Begoun.
Paula’s Choice Boosters range from $34 to $55 and are now available in its bright new packaging at paulaschoice.com.
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