# Sophisticated Skincare Brands Moreish is a Luxury Skincare Range from New Zealand By Rebecca Byers | Published 2015-08-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/moreish References: [packagingoftheworld](http://www.packagingoftheworld.com/2015/08/moreish-skincare.html) Moreish is a New Zealand-based luxury skincare brand that recently rebranded to appeal to the upscale department store consumer. Previously, Moreish's branding had largely centered around the formula of the product range, which predominantly featured argan oil and its Moroccan origin, and thus stuck to a largely pharmaceutical aesthetic. The new visual identity for Moreish has repositioned the product range as "superfood for the skin," the official new tagline that appears on each package. The packaging is in [Tiffany and Co](https://www.trendhunter.com/trends/tiffany-and-co) pale blue that is complemented by strips of ethereal high-resolution photos of feminine imagery. The reimagined branding scheme for Moreish speaks to the strong growth showcased in the [luxury beauty market](https://www.trendhunter.com/trends/beauty-market) and the insistence of consumers in purchasing credible, [natural skincare products](https://www.trendhunter.com/trends/premium-skincare-brand). ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 91% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Repositioning Packaging:** The rebranding of Moreish demonstrates a trend of luxury skincare brands repositioning their packaging to appeal to a higher-end consumer. - **Superfood Skincare:** The new tagline and visual identity of Moreish reflects the trend of consumers seeking skincare products that are marketed as superfoods for the skin. - **Credible, Natural Products:** The success of Moreish highlights the trend of consumers prioritizing credible and natural ingredients in their skincare products. ### Sectors Adopting This - **Luxury Beauty:** The rebranding of Moreish aligns with the growth showcased in the luxury beauty market, creating opportunities for other luxury skincare brands to target affluent consumers. - **Packaging Design:** The repositioning of packaging by Moreish presents an opportunity for the packaging design industry to cater to the demand for sophisticated and visually appealing skincare packaging. - **Natural Skincare:** The success of Moreish in the natural skincare segment indicates opportunities for other brands to capitalize on the consumer preference for credible and natural products. ## Related on Trend Hunter - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Canadian Luxury Skincare Brands](https://www.trendhunter.com/trends/skincare-line-des.md) - [Luxe Regenerative Skincare](https://www.trendhunter.com/trends/haute-regenerative-skincare.md) - [Luxe Lemon Meringue Skincare](https://www.trendhunter.com/trends/sweet-lemon-skincare.md) - [Luxe Neuroscientific Skincare](https://www.trendhunter.com/trends/neurae.md) - [Luxury Science-Backed Facial Moisturizers](https://www.trendhunter.com/trends/three-international.md) - [Potent Science-Backed Skincare](https://www.trendhunter.com/trends/acure-skincare.md) - [Scientifically Inspired Skincare Brands](https://www.trendhunter.com/trends/premium-skincare-brand.md) - [Skin-Loving Cruelty-Free Cosmetics](https://www.trendhunter.com/trends/skincare-makeup.md)