IP & Makeup

Over the last 6 months, I interned for a large beauty company that's over 100 years old and makes billions of dollars in revenue.  While I didn't work in the legal department, I know that, like every other large corporation, this company had intellectual property lawyers.  I found this interesting for a few reasons.  First of all, I think it's great that this company can patent its state-of-the-art skincare technologies (i.e. in the age-defying field) since they are really special and provide a competitive edge for just 20 years.  However I wonder what other IP rights a makeup company would like to pursue.  Would it try to retain IP rights over its packaging?  Color combinations for makeup?  What about logos?  I was never able to ask, but it's interesting, since IP certainly could serve dual purposes here.  In the case of beauty technologies, though, I think it's great that companies can patent their innovative finds.