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Expanded Market Reach; Updated Formula Call for New Packaging Approach
By: Bob Scherer
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.
This packaging overhaul was undertaken to create a more attractive, contemporary look that effectively reflects Skin Benefits’ natural formulations while capturing the essence of the line. The products are packaged in at least 80% recycled paper and contain images of the products’ natural ingredients. Two die cuts on the bottom front and back of the package allow the packaging to stand up on its own and be displayed freely.
CL&D Digital, a sample packaging printer, worked closely with the Zach Group—which works to build new brands and maintain the relevance of existing brands in evolving marketplaces—to showcase the RCPharma-distributed Skin Benefits line at the 2009 HBA Global Expo. The skin care solution line already was a successful international brand of value-priced products that had been revamped, both product and packaging, before being launched in the U.S.
Skin Benefits International is a newly formed global company and collaborative partnership between three companies:
RC Pharma, LLC in the U.S., The Core Business plc in the U.K., and Najd Trading Company in Saudi Arabia. The companies recognized that by combining their intellectual capital, 100-plus years of experience, and network of contacts and established distribution channels, they could quickly and effectively drive revenue growth in the international marketplace.
RC Pharma, LLC, a privately held company founded in 2008 by Ronald Czerniec, offers private-label OTC medications, supplements and branded beauty products. As part of its natural evolution, RCPharma seized opportunities to expand its business in order to become the exclusive distributor of the Skin Benefits line of face care and beauty products in the U.S. and Latin America.
The Original and Its Natural Successor
The Skin Benefits line, made with natural plant extracts and botanicals, includes revitalizing green tea eye pads, cooling cucumber eye pads, anti-wrinkle neck gel patches that utilize a hydro-gel delivery system aimed toward delivering ingredients more efficiently, anti-wrinkle under-eye gel patches, deep cleansing nose pore strips, and deep cleansing chin or forehead pore strips—all priced under $10.