Although the packaging for Rohto Pharmaceutical’s Skin Aqua sunblock may seem to have been created in error, the backwards text was intentionally printed to read correctly in the mirror when consumers take mirror selfies with the product. While the secondary packaging for the product is oriented as usual, the sunblock tube's packaging features English text that is cleverly reversed.
The Skin Aqua product itself is said to double as a cosmetic product, thanks to a pearlescent ingredient that leaves one's skin looking luminous. Targeting Japanese women who love caring for their skin, playing with makeup and taking selfies, Rohto Pharmaceutical also designed the product with a tie-in to Alice in Wonderland and the start of her journey through the looking glass.
What's Driving This Trend
- Selfie-ready Skincare Packaging
- Opportunity for cosmetics and skincare companies to create innovative packaging that showcases the product in a way that complements consumer habits, while also providing functionality.
- Mirror-friendly Text
- Potential for various industries to incorporate backwards or mirror-friendly text in product packaging, advertising, and design to appeal to consumers' photo-taking habits.
- Multi-purpose Products
- Opportunity for companies to develop products that serve more than one purpose, such as providing both skincare benefits and cosmetic effects.
Who This Affects Most
- Cosmetics and Skincare
- Industry leaders can create innovative packaging designs that cater to the younger consumer market who prioritize taking selfies.
- Advertising and Marketing
- Creatives can design unconventional ads that feature backwards text or products that promote selfie-taking through clever packaging and branding.
- Consumer Electronics
- Opportunity to design selfie-friendly devices such as phones, cameras, tablets, and laptops with specific features that cater to mirror selfies.
