APEX is a skincare brand that offers optimized, personalized products developed with AI technologies and skin-related Big Data. Rather than the conventional skincare approach of creating one or a few products, the company has adopted a “personal care” approach where consumers can tailor a set of products to suit their individual skin types. The packaging concept here takes individuality as its theme, offering a vast collection of unique package graphics to represent that individuality and the many different skin types people have. The packaging approach adds an element of discovery and surprise for consumers as they explore this wide range of cosmetic products.