"We are driven to create value through creativity, strategy, and specialization."
Aktiva is an independent creative agency specializing in beauty, based in Barcelona, with over 20 years of experience working with leading global brands. Joan Campderà tells us what it means to be an “aktivist” and about the packaging of perfume and cosmetic products.
How was Aktiva born?
Aktiva was born a little over 20 years ago from a very clear vision: to unite creativity and performance Through specialization and knowledge, we put them at the service of people and society. From day one, we understood design as a tool for real impact. That vision was ours. Northstar To attract 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 catalyst for transformation. We are driven to create value through creativity, strategy, and expertise. We use design to read reality, interpret it, and adapt it to the evolving needs of users and future generations.
Aktiva has established itself as one of the leading agencies in the sector beautyWhy did they 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, making it a creatively exciting field. It allows us to work from strategic, emotional, and cultural perspectives, delivering real value to individuals, brands, and society. It's a dynamic sector, full of nuances and with enormous potential for growth.
How does designing differ? the packaging of beauty products from other sectors?
In beauty, the the packaging It doesn't just protect: it speaks, communicates, and seduces. Beyond fulfilling a technical function, it's a key element of identity. It helps brands differentiate themselves, express their values, and build positioning.
The consumer of beauty They seek functionality, yes, but they also seek to see themselves reflected in it. They expect the product to fit their lifestyle, their aspirations, and their worldview. And all of that must be resolved within just a few centimeters. That's why the the packaging en beauty It is a challenge that is both technical and emotional.
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 that is making the leap into the world of perfumery with a collection completely created from scratch by our team.
As a second example, I would highlight Narins Beauty, a comprehensive project encompassing everything from brand strategy to visual identity and the complete design of the product range. All created from scratch for Narins, which was proclaimed the best in 2025. an influencer from the Middle East region, with more than 20 million followers and a massive impact on Arab teenage culture.
What are the trends in packaging design for luxury products?
Luxury is evolving. Although historically it has been a more stable sector, today it is adapting to the pulse of new generations such as the millennials And, above all, Generation Z. This change has placed sustainability at the heart of the strategy: materials, origin, processes and environmental impact have become key brand arguments.
Personalization, exclusivity, and scarcity also play a key role. Limited editions, flankerspromotions and drops Exclusive offers activate digital channels and generate desire on a global scale.
Finally, luxury has become experiential: the unboxing, pop-ups And brand experiences are now as important as the product itself.
What do you think of perfumes in bottles shaped like objects? At the time it was disruptive… has it become just another option now?
Iconic bottles sell emotions: they tell a story, convey values, and build a universe around the product. They work especially well in the giftingwhere much more than a perfume is given away.
Today's consumer is more informed, knowledgeable about ingredients, fragrance pyramids, and processes. This has boosted niche perfumery and the personal shopper, motivated by digital content.
Iconic bottles remain relevant, but they now coexist with a more mature consumer. There's room for both the product itself and the packaging, and we'll continue to see major iconic launches for years to come.
Luxury must be sustainable, but how can we achieve this?
If consumption continues, sustainability must become mandatory. And the luxury sector is best positioned to lead this change. It has the necessary margins to work with responsible materials, respectful processes, and fair labor conditions.
Furthermore, luxury shouldn't depend on constant turnover, but on durability. Planned obsolescence makes no sense in the high-end market. Many brands already apply this consistently: sustainability and luxury are not opposites, they are natural allies.
How are digitization and new technologies like AI integrated into design?
Digitalization has completely transformed design, and AI is the latest major revolution. It allows for process optimization, resource savings, and scaling of operations.
In a sector so dependent on the human factor, AI frees up time for what is truly valuable: thinking better, creating better, and offering more value to customers.
Why do you think they are not a “threat”, but just another tool?
Because they democratize access to design and allow sectors that previously could not access professional services to now do so.
In environments where design already existed, AI accelerates processes, allows extreme customization, improves the quality of deliverables, and enhances what is truly human: creativity, vision, and innovation.
What do you think is the state of design in our country?
Following the boom of the 90s, design in Spain reached a high degree of maturity and professionalization. Today it is fully integrated into the productive, industrial, and economic fabric.
One of the major challenges is generational change, but specialization and technological adoption are driving a new cycle of growth, internationalization and competitiveness.
Do you think the existing training covers all the needs? Is continuing education a pending issue for many professionals?
Continuing education is no longer an extra, but a necessity. Technological, social, and cultural changes require constant updating.
It's true that there was resistance at first, but today we're experiencing a phase of mass adoption. More and more professionals are integrating technology as a natural part of their work.
You've participated in the Dakar Rally… How does your adventurous side integrate with your professional side? Do you sometimes have to make risky decisions?
Racing the Dakar Rally without assistance is an extreme lesson in organization, endurance, intuition, and risk. You compete alone, with just the bike, the tools, and your own decisions.
That mindset is very similar to that of entrepreneurship: a long-term vision, self-sufficiency, and the ability to constantly adapt. Undoubtedly, that experience has shaped their way of working.
What are your future goals?
We are transforming Aktiva into We Are Aktivists, the first creative ecosystem specializing exclusively in beauty. It already includes The Beauty Insighter, Aktiva, Kulture and Talent.
Four brands offering a global service from Barcelona, with offices in Paris and Dubai, and a clear ambition for growth in Europe and emerging markets. The goal is to build a leading international creative ecosystem.
