15 ENTREVISTA I INTERVIEW derstood design as a tool for real impact. That vision was our North Star for attracting talent, passion, and a very specific way of understanding this profession. And that’s where it all began. What does it mean to be an “Aktivist”? Being an Aktivist means taking a stand. It means committing to a cause and understanding design as a lever for transformation. We are driven to create value through creativity, strategy, and specialization. We use design to read reality, interpret it, and adapt it to the new needs of users and future generations. Aktiva has established itself as one of the leading agencies in the beauty sector. Why did you decide to specialize in beauty? Because beauty isn’t just about image: it’s about identity, well-being, and health. It’s a sector deeply connected to psychology and sociology, which makes it a creatively exciting territory. It allows us to work from strategic, emotional, and cultural perspectives, providing real value to people, brands, and society. It’s a dynamic sector, full of nuances and with enormous potential for development. How does designing packaging for beauty products differ from other sectors? In beauty, packaging doesn’t just protect: it speaks, communicates, and seduces. Besides fulfilling a technical function, it’s a key element of identity. It helps brands differentiate themselves, express their values, and build positioning. The beauty consumer seeks functionality, yes, but also seeks to see themselves reflected. They expect the product to fit their lifestyle, their aspirations, and their way of understanding the world. And all of that must be achieved in just a few centimeters. That’s why packaging in beauty is as much a technical challenge as it is an emotional one. Tell us about two of your latest projects. One of the most special projects has been the new fragrance collection for Aristocrazy. An iconic luxury jewelry brand is making the leap into the world of perfumery with a collection created entirely from scratch by our team. As a second example, I would highlight Narins Beauty. A comprehensive project: from brand strategy to visual identity and the complete design of the range. All created from the ground up for Narins, proclaimed in 2025 as the top influencer in the Middle East region, with over 20 million followers and a massive impact on Arab youth culture. What are the trends in packaging design for luxury products? Luxury is evolving. Although historically it has been more stable, today it adapts to the pulse of new generations such as millennials and, above all, Generation Z. This has placed sustainability at the center: materials, origin, processes, and environmental impact have become strategic brand arguments. Personalization, exclusivity, and scarcity also play a key role. Limited editions, flankers, promotions, and exclusive drops activate digital channels and generate desire on a global scale. And finally, luxury has become experiential: unboxing, pop-ups, and brand experiences are now as important as the product itself. Si el consumo continúa, la sostenibilidad debe ser obligatoria. Y el lujo es el sector mejor preparado para liderar este cambio If consumption continues, sustainability must become mandatory. And the luxury sector is best positioned to lead this change ‘
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