Exclusivity sells because often, the package is the product. Shelves at Sephora, a chain of beauty products stores founded in France, showcased an eye-catching example during the 2006 holiday season.

Paris-based Bourjois created three distinct personalities for its line of cosmetic gift sets available only through Sephora stores. These personalities provided visual sizzle and positioned the gift sets as lifestyle products.

“These sets are reminiscent of our history and our origin in the theater. The vintage-inspired packaging speaks directly to our consumer through different personalities, creating an emotional connection. Lastly, our products were highlighted in a fun and whimsical way,” says Nancy Tarantola, Bourjois’ Marketing Director.

Working with Dragon Rouge, Bourjois maximized illustrator Bruce Sereta’s images to create the three distinct personalities for the gift sets, which include products such as eye shadow and lip gloss. The three personalities are the Acrobat (delicate beauty), the Tamer (enchanting vixen), and the Can Can Dancer (vivacious and energetic).

Eye shadow is packaged in a round gold-brush-finished, dome-top tin printed in four process and two spot colors. The Astonishing Acrobat tin includes silver, pink, and blue eye shadows while the Tantalizing Tamer features beige, green, and deep bronze eye shadows. Three lip glosses are included in Can Can Colour Show, a paperboard package with a gatefold of die- cut paperboard “ dancers ” who dance open to reveal the sheer, shimmer beige, and electric pink shades of lip gloss.

By creating “ siblings, ” the brand assures that each “ performer ” is different.