I think it can be called creative if it is different from other brands in packaging and usage.

Give a few examples, such as BENEFIT's rose rouge water. Other people's rouge is either cream or powder, only it is watery, so it feels very novel.

And invisible stockings are also fun. Spraying it on your legs looks like wearing stockings.

There is also Givenchy's sea urchin mascara, which is round and small and lovely. It is different from other mascara.