Pregnant Pampering
Creating the packaging for the Mother 2 Be line of personal care products exclusively for expecting mothers was nothing less than challenging, according to Marc Falkin, senior vice president, Mother 2 Be, Boca Raton, FL. But Falkin has no doubt that the end result has helped the growth of the line. The high class line is positioned for pampered pregnancies. Marketed in stores such as A Pea in the Pod and Sephora, the line's shelf appearance had to convey the upscale qulaities, benefits and naturalness of its formulation while proving worthy of its price point. Mother 2 Be tapped Harris, Drury and Cohen, Fort Lauderdale, FL, to create the packaging for the line.
Expressing the naturalness of the line through the packaging was very important, according to Falkin. "The products are tactile. We wanted the packaging to be tactile too," says Stan Harris, president, Harris, Drury and Cohen. "We wanted the consumer to get a sense of the products."
Emblematic Packaging
The company scrapped its original plans to use white outer cartons, opting instead for more earthy, moss green, all-natural corrugated cardboard to provide a natural look and feel. "Then I had to make the packaging feminine," says Aimee Hooper, art director, Harris, Drury and Cohen. This was achieved by wrapping the boxes with a milky colored velum printed with rose and black type.
The frosted glass bottles, jars and tubes were also chosen for their milky appearance. "The frosted effect feels more upscale too," adds Hooper. Silver was chosen for the lids and logo to represent the advanced technology and feeling of the product. The packaging was coordinated by Print Agency, Covington, GA, while the components were supplied by Smith Container Corp., Fort Lauderdale, FL. "For the logo, we took the international symbol for women, the circle with a cross at the bottom, and curved it to make it appear pregnant," says Hooper. "The logo portrays our feeling that this is a delicate and beautiful time when a woman should feel beautiful and comfortable with herself," adds Harris.
Expressing Quality
The design theme was key to line positioning and its location in both Sephora and A Pea in the Pod enable the company to target two different types of consumers. In addition to stocking regular Mother 2 Be line of products, Sephora will also stock special gift sets. "The packaging is part of what made our products meet Sephora's class of distribution," says Falkin. "Where A Pea in the Pod is ideal for reaching our primary target market of pregnant women who buy for themselves, Sephora lends itself also to gift purchases by friends and families of pregnant women."