Recycling Nostalgia

While out shopping yesterday I came across a new product by cosmetic brand 'My Beauty Spot'; a small set of pocket 'matchbox nail files'. Immediately I was reminded of 'REDHEADS' matches. As a kid with the numerous birthdays and birthday cakes, we would always light the candles with 'Redheads' matches. Never used any other brand. Looking at the packet of nail files in the store I started comparing the designs and how whoever created the front of the nail file packet captured and recreated the Redheads packet into a new design, knowing that many people would recognise the interpretation and be more inclined to purchase it due to the 'nostalgia' of its design, much like how I was. 

Images are always being reused and recycled, whether it's in art, fashion, advertisement and so forth. I love the way the nail files have been made to look like matches, not only by mimicking the look of Redheads, but the packet has been designed like the little individual matchbox packets gentlemen used to carry in their pockets to light cigarettes with before lighters. The character on the front has been made to appeal to a younger female audience, perhaps between 13 and 25, the pink instantly draws the attention of younger teens, but the character herself is a glamed up Rockabilly inspired design with a 1950's 'victory roll' hair style and bombshell makeup, which is what gets the attention of older teens and women in their early twenties. Plus adding the black to the design helps take it a step down from 'girly' and a step up to 'chic'. I'm not a graphic designer or a typographer but I think the style and design has pulled together well.

It's a big change from the classic Redheads deign off flat mat colouring with a clean and simple design. Well, both products have a pretty simple design, however while the 'Nail Head' nail files have a more modern look to them, the Redheads are more retro and saucy like the female heroins of 70's comics and cartoons.       

Another thing I noticed that the two products have in common is their use of double meanings. Seeing as they are both products of advertisement they have to grab the audiences attention, and what better way to grab a persons attention than by using sexual innuendo! Aside from the fact both products include the word 'head' (when neither product has any use for the cranium), the Redheads matches are described on the front as "Longer, Thicker..."and are shown on the front of the box as pretty upstanding. Funny, looks like in the world of matches size is an issue for competition. The 'Nail Head' nail files have a more direct slogan; "Get Nailed...!!!". A strange encouragement from a nail product, but I got a giggle out of it.

It's true when they say 'Sex Sells!', and this has gotten me thinking of new projects to work on and develop revolving around the topic of sex in advertisement, old and new.