Jamie Matusow, Editor-in-Chief02.26.24
At the New Jersey Packaging Executives Club (NJPEC) annual Package of the Year Awards event in November 2023, Bobbi Brown cosmetics, part of the Estée Lauder Companies (ELC) took home two trophies.
Jesse Chertoff, Vice President Global Packaging Design, La Mer and Bobbi Brown, The Estee Lauder Companies, accepted the NJPEC awards.
In addition, tokidoki's Luxe Lipstick repacked design won the Cosmetics Category Honorable Mention award.
The fun and whimsical tokidoki eyeshadow palette was launched in September 2022 (for China D11 Holiday/Singles Day).
He tells Beauty Packaging: “It was incredibly exciting to see the Bobbi Brown x tokidoki collaboration come to life as well as the reaction from consumers and influencers alike. We combined tokidoki’s irreverent and playful spirit with the sophistication of Bobbi Brown’s DNA to create a buzzworthy and highly engaging product.
“The star of the collection was the Cosmos Universe Palette, which featured the iconic tokidoki characters floating within the magical Bobbi Brown universe. The playful nature of the design became an instant hit on social media across the world.”
As far as materials used for the palette, plastic parts of the package use 30% PCR content—some more and some less depending on the compact part and performance of those parts with PCR%.
• Getting the characters all to have good vibrant color without wearing away in the liquid over time.
• Keeping the characters flowing without getting stuck to each other or the cover.
• Making sure we had good movement for the consumer to get that initial “wow” factor.
Overall, Chertoff says, “Having a great partnership with our supplier and being able to each fully understand what we needed from an aesthetic standpoint allowed for an eye-catching and fun final package for our consumer.”
This new collection was a limited life collaboration, according to Chertoff. He says, “Whenever we do a collaboration, we want to combine the look of the collaborator along with our existing Bobbi Brown DNA—edgy, modern, New York inspired.
“Tokidoki is a lifestyle brand with a cult-like following,” explains Chertoff. The company was founded in 2005 by Italian artist Simone Legno and his partners. tokidoki’s designs are inspired by Japanese pop culture and feature cute, colorful characters.
Related: Slideshow—A Look at the NJPEC Package of the Year Awards 2023
In this role, he has helped to elevate the Bobbi Brown packaging with cohesion and modernity, unify the product architecture and design language, and improve product innovation and sustainability.
Prior to joining Bobbi Brown, he was Executive Director of Packaging Design for Estée Lauder and Aerin Beauty. Notable projects included the repackaging of the Pure Color Envy line, Pure Color Love, Victoria Beckham x Estée Lauder, and Modern Muse, as well as numerous Holiday campaigns.
Chertoff has over 20 years of experience in luxury packaging design. He began his career at Prescriptives, followed by roles at La Mer and Jo Malone. He then oversaw packaging design for the Aramis & Designer Fragrances portfolio of brands, including Donna Karan and DKNY Fragrances, Michael Kors Beauty, Tommy Hilfiger Fragrance, Coach, Missoni Profumi, Marni, Aramis, Sean John, Lab Series and Ermenegildo Zegna Parfums.
He received a Bachelor’s degree from Tufts University and a Master of Industrial Design from Pratt Institute in Brooklyn, NY.
Jesse Chertoff, Vice President Global Packaging Design, La Mer and Bobbi Brown, The Estee Lauder Companies, accepted the NJPEC awards.
More About Bobbi Brown’s tokidoki
Bobbi Brown’s tokidoki Cosmos Universe eyeshadow palette won the NJPEC's Cosmetics Category Gold Award, the Students’ Choice Award and the Package of the Year award.In addition, tokidoki's Luxe Lipstick repacked design won the Cosmetics Category Honorable Mention award.
The fun and whimsical tokidoki eyeshadow palette was launched in September 2022 (for China D11 Holiday/Singles Day).
Meet Jesse Chertoff, ELC's VP of Global Packaging Design
We spoke to Jesse Chertoff, Vice President of Gloobal Packaging Design for La Mer and Bobbi Brown, at The Estee Lauder Companies, about working on the tokidoki collection.He tells Beauty Packaging: “It was incredibly exciting to see the Bobbi Brown x tokidoki collaboration come to life as well as the reaction from consumers and influencers alike. We combined tokidoki’s irreverent and playful spirit with the sophistication of Bobbi Brown’s DNA to create a buzzworthy and highly engaging product.
“The star of the collection was the Cosmos Universe Palette, which featured the iconic tokidoki characters floating within the magical Bobbi Brown universe. The playful nature of the design became an instant hit on social media across the world.”
As far as materials used for the palette, plastic parts of the package use 30% PCR content—some more and some less depending on the compact part and performance of those parts with PCR%.
What were the hurdles involved in getting this package to market?
Chertoff says challenges included:• Getting the characters all to have good vibrant color without wearing away in the liquid over time.
• Keeping the characters flowing without getting stuck to each other or the cover.
• Making sure we had good movement for the consumer to get that initial “wow” factor.
Overall, Chertoff says, “Having a great partnership with our supplier and being able to each fully understand what we needed from an aesthetic standpoint allowed for an eye-catching and fun final package for our consumer.”
This new collection was a limited life collaboration, according to Chertoff. He says, “Whenever we do a collaboration, we want to combine the look of the collaborator along with our existing Bobbi Brown DNA—edgy, modern, New York inspired.
“Tokidoki is a lifestyle brand with a cult-like following,” explains Chertoff. The company was founded in 2005 by Italian artist Simone Legno and his partners. tokidoki’s designs are inspired by Japanese pop culture and feature cute, colorful characters.
Related: Slideshow—A Look at the NJPEC Package of the Year Awards 2023
More about Jesse Chertoff: Meet the Packaging Pro
Prior to his current role as VP of Global Packaging Design at ELC, Chertoff was the Executive Director, Global Packaging Design, at Bobbi Brown for 5 years.In this role, he has helped to elevate the Bobbi Brown packaging with cohesion and modernity, unify the product architecture and design language, and improve product innovation and sustainability.
Prior to joining Bobbi Brown, he was Executive Director of Packaging Design for Estée Lauder and Aerin Beauty. Notable projects included the repackaging of the Pure Color Envy line, Pure Color Love, Victoria Beckham x Estée Lauder, and Modern Muse, as well as numerous Holiday campaigns.
Chertoff has over 20 years of experience in luxury packaging design. He began his career at Prescriptives, followed by roles at La Mer and Jo Malone. He then oversaw packaging design for the Aramis & Designer Fragrances portfolio of brands, including Donna Karan and DKNY Fragrances, Michael Kors Beauty, Tommy Hilfiger Fragrance, Coach, Missoni Profumi, Marni, Aramis, Sean John, Lab Series and Ermenegildo Zegna Parfums.
He received a Bachelor’s degree from Tufts University and a Master of Industrial Design from Pratt Institute in Brooklyn, NY.
