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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.
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On the original product that enjoyed success in the U.K., Canada and Australia, among other markets, Czerniec explains, “We reformulated the products by adding herbs and making them paraben-free.” On the move to launch in the U.S., he says, “We’ve found a tremendous opportunity for our value-priced brand of natural skin and beauty products and have selected the best-sellers that are most appropriate for the U.S. marketplace.” With a tagline and positioning of “All about your natural beauty,” the packaging, naturally, had to follow suit. “We gave it a complete overhaul for a more attractive, contemporary look that more effectively reflects Skin Benefits’ natural formulations and healthy benefits while capturing the fresh, wholesome essence of the skin care line,” says Steven Wright, vice president of the Zach Group. Skin Benefits’ products are packaged in at least 80% recycled paper and contain images of the products’ natural ingredients, such as willow bark, to reinforce the brand’s natural formulations and brand positioning.
“The original packaging had a cellophane window, which was eliminated, but we maintained the two little die cuts on the bottom front and back of the package,” says Karen Hennekens, customer service with CL&D. “These ‘feet’ allowed for the packaging to stand up on its own and be displayed freely on a glass counter, giving the retailer flexibility in how to display.”
Among the challenges, CL&D also produced display cases, and this required a different print method and substrate than the carton packaging. “Working with different substrates can make for a more difficult color match,” Hennekens explains.
Currently available in the U.S. through Amazon.com, Walgreens and Garden Botanica, the freshly reformulated and repackaged line will begin appearing on shelves as retailers restock. The initial six products launched in the Americas are expected to be joined by three additional SKUs in the fourth quarter of 2010.
As the brand tests the performance of the line, another 40 products-worth of line extensions are in the wings, providing a natural and long growth cycle for the coming years to be possible.