LF’s female cosmetics brand ATHE wins Germany's iF Design Award
- Vegan-oriented beauty brand ATHE receives the iF Design Award, one of the world's three major design awards
- ATHE’s product and package design recognized for its value on the international stage
LF (CEO Oh Kyu-sik) announced on the 21st that the skincare line of 'ATHE', a female cosmetics brand, was awarded the main prize in the Product and Package Design category of the 'iF Design Awards 2020' in Germany.
The iF Design Award, boasting a 67-year tradition, hosted by the 'iF International Forum Design' located in Hanover, Germany, is considered one of the world's three major design awards along with the German 'Red Dot' and the US 'IDEA' Design Awards. Every year, the best designs are selected in the fields of product, package, communication, service design/UX, architecture, and interior by comprehensively evaluating originality, practicality and safety. This year, 7,298 designs were nominated from a pool of 56 countries.
ATHE was praised for showing off the exclusive colors of the brand by implementing the philosophy of designing products with sincerity through the package design. ATHE boasted a design that added sophisticated metal decorations to basic shapes like circles and squares, revealing a subtly luxurious form expressing emotion and beauty. In particular, the fact that even the packaging of the product was made of eco-friendly paper to express the brand's identity of promoting vegan-oriented beauty was also cited as the reason for the award.
“Following the example of Hazzys Men Rule429 last year, ATHE was awarded the iF Design Award this year, which shows the world the global level of design of LF’s cosmetics brand. ATHE will continue to make efforts to convey the brand's sincere philosophy from various angles through not only the ingredients, but also through the product casings, packaging materials, and marketing," said Son Hee-kyung, managing director of LF’s Cosmetics Division.
ATHE, a premium vegan-oriented beauty brand launched in October 2019, is LF's first female cosmetics brand. ATHE secures plant-based ingredients from Switzerland through joint research and developement with 'Mibelle', a famous Swiss cosmetic research institute, and does not conduct any animal testing throughout the development process. It boasts a number of products that have obtained certification for vegan cosmetics from France's official vegan certification agency, 'EVE'.