Marketing Sponsored by
Recent relaunches appear to have diverged along three lines in striving to distinguish brands. One direction focuses on packaging that reflects an upscale, premium image. A second direction emphasizes feminine design cues for a category that is driven by female consumers, and a third targets teens and twenty-somethings by utilizing brilliant, eye-catching color.
PZ Cussons, Joico Laboratories and ThermaFuse have created packages that illustrate effective methods in communicating an upscale message—and have also improved functionality.
In Europe, PZ Cussons strikes a premium note with its new packaging, an upright tapering shape. In addition to the new shape, the company added functionality with a smooth front panel complemented by textured side surfaces that enhance handling when wet. And while not mass-market, Joico Laboratories unveiled one of the category’s bolder shapes for its line of professional products, which are also sold to consumers through salons and beauty supply stores. The sleek, tower-shaped bottles are sloped on one side and pinched at the bottom, giving the packaging a contemporary wing-like form. Similar innovation is found in salon-focused Thermafuse, which is now packaged in a unique three-sided bottle in a range of soft earth tones.
LPK (Libby Perszyk Kathman) was involved with the restaging of Pantene Pro-V, a global billion dollar mass-merchandise brand. That process provides some insight into the importance that Pantene placed on using innovations in design to establish a premium aesthetic while aiding in the shopping process.