The trend in the beauty packaging industry of creating drip or melting effects originated in late 2015 with Kylie Jenner lip kits and has only grown more popular throughout the industry since.
The reality TV star decorated her range with a dripping liquid effect; it was such a success that she launched her own cosmetic brand the following year. Although it was not the first case of this type of artwork being used (Palette London's nail varnish range for example), it kick-started the craze.
Throughout 2016 and 2017, t-shirts, phone cases, and even nail art were created to emulate the packaging artwork.
Other brands then also started using the concept, playing with texture and materials. Towards the end of 2016, Calvin Klein released CK One Gold perfume in a clear glass bottle that appears to have a layer of melted gold covering the top half, including the cap.
The gold section is thicker than the clear one, giving the melted illusion a realistic, luxurious look and feel. Unlike the Kylie lip kits, this effect is not simply detail but takes centre stage on the pack.
The box features an embossed version of the bottle, topped with the same effect - also embossed - over the bottle and the rest of the box.
With the word ‘GOLD’ debossed on the bottle, the box plays well to liquid illusion.
In December 2017, the cosmetic brand Too Faced created a similar look with their Chocolate Gold palette.
The palette lid - in the shape of a chocolate bar - is half covered in a thick layer of molten ‘gold’ while the rest is chocolate brown.
Recently Paco Rabanne also refreshed some of their perfume gift set packs. The gold, pink, silver and brown tin boxes do not appear to have a separate layer on top of them but instead have a melted top half.
With big names using the effect and copycat merchandise being created, it is currently one of the biggest trends in the beauty packaging industry that shows no signs of fading out in 2018.
"I feel, like, this year is really about, like, the year of, just - realizing stuff." – Kylie Jenner, 2016