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Highlighting Ingredients

By: Tricina Elliker
Posted: February 24, 2014, from the March 2014 issue of GCI Magazine.

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For instance, Hinds Mamá, a body lotion made with an active ingredient by Sabinsa, is targeted toward preventing and treating stretch marks. The bottle has a long, thin neck that gracefully expands and rounds at the bottom—it looks just like a pregnant belly. And while the bottle does say it’s a lotion specifically made to prevent and reduce stretch marks, those words act as a confirmation. Half the work of explaining the product is done by the design of the bottle.

Design as message is not a new or rare concept, and while it’s always going to be an important part of a brand, the sophistication of the modern consumer demands good design and a plethora of information.

Elements in Harmony

Getting all of these elements right is not an easy thing to do. It requires immense cooperation and effort from everyone from suppliers to packaging designers to the marketing team and the web designers. But when it does come together, when brands manage to talk about products in a way that’s entertaining as well as informative, consumers respond. Today’s consumers are more sophisticated than they have ever been, and they are only going to grow smarter. Plan your brand’s products and marketing accordingly.

Tricina Elliker is a freelance writer and editor based in New York. She received her MFA from Columbia University and writes articles and essays on a wide range of science topics. She finds pieces on biology and neuroscience to be particularly irresistible.