Male Call
Toiletries and fragrances are packaged for masculine appeal
Men are spending more on toiletries and fragrances than ever before. According to Packaged Facts (New York City), the worldwide beauty products market has annual sales of approximately $46 billion, with men's products accounting for about 15% of that (i.e., $7.3 billion of the global market, and about $3.5 billion domestically). And this category is reported to be growing at 11% annuallyÑtwice the rate of the women's category domestically. To continue such rapid growth, package designers of men's fragrances and toiletries should avoid a feminine look and feel that can turn away male customers. Instead manufacturers should take their products to market with packaging that is distinctly masculine.
Practical Packaging
Two years of research went into the development of Anthony Logistics for Men, a line of 26 hair-care, shaving, face, and body-care products designed specifically for men. "We did several focus groups with men to determine what the packaging and the label copy should and shouldn't be," says Anthony Sosnick, president and founder of Anthony Logistics (New York City). "We found that men respond to packaging and products that are simple, so we designed an unintimdating packaging system that is uncomplicated and easy to use."
The products are packaged in large tubes and plastic bottles that are adorned with a simple gray stripe and a small logo. Each package features basic product information. "It's a serious-looking line, so we wanted to lighten it up with copy that was fun," says Sosnick. "We didn't want to burden [our customers] with too much text. They want instructions on the packaging that are simple yet explicit enough. Therefore the copy on all our packaging is specifically geared to teaching men in simple terms how to use our products."
For example, the label on the Astringent After Shave product reads, "Feel good. Make the holes in your face smaller. Stop being shiny." The marketing strategy is "a mild astringent that will make you happy to be clean," while the method of use directs men to "splash generously on face after shaving or cleansing."
The products are packaged for quick, easy use. The no-nonsense tubes and bottles are topped with simple dispensing caps. The tubes for the line are supplied by Lerman Container (Naugatuck, CT), and the cartons are manufactured by Ares Printing and Packaging, (Brooklyn, NY).
Simplicity and convenience were also key considerations in designing the packaging for the Surface line of men's personal-care products from Aramis (New York City). "From the font to the graphics, everything is representative of the concept behind the line: simple," says Gaemer Gutierrez, executive director of Aramis's creative department. "In the design, we tried to incorporate a feel of technology, with the color of the packaging in titanium."
The definition of the word urface is woven through all aspects of the line. Since a surface suggests underlying layers, Gutierrez says, "we followed through with that idea in the graphics, which are a series of blocks (in different shades of titanium) layered over one another." The logo also has a layered look to reinforce the idea.
Packaging componentry for the line - easy-to-hold tubes and flip-top closures - were selected for ease of use. Surface's round tubes are supplied by Neopac of Switzerland (Oberdiessbach, Bern), while its oval tubes are supplied by Tapser of Barcelona (Spain).
Bottling Scents
New on the fragrance counter is DKNY Men from Donna Karan (New York City), with its packaging sculpted to resemble the powerful skyscrapers of New York City. "Donna Karan wanted a line that represented the energy and the essence of New York City, and when people think of New York City, they typically think of the skyline," says Sandip Shah, director of package development for Donna Karan. "The bottles are tall and reflec- tive, with holographic accents that are reminiscent of the skyline and the sun shining on the windows of skyscrapers."
The tall, steel-blue glass bottles look simple, but making them was a challenge for bottle supplier Saint-Gobain Desjonqueres (SGD; Courbevoie, France). "The design was very difficult to work with," says Shah. "Its slender, rectangular proportions left little room for error. We also had to make sure there was enough stability for the bottle to stand alone on the counter without toppling over."SGD's attention to detail paid off. The elegant bottles are topped with Surlyn caps from Risdon-AMS (Naugatuck, CT), tucked into a two-sided holographic foil sleeve, and housed in a blue acetate carton.
Packaged and presented just as dramatically is Rush for Men, by Gucci, which uses the same integrated dispensing technology as its sister frPackaged and presented just as dramatically is Rush for Men, by Gucci, which uses the same integrated dispensing technology as its sister fragrance, Rush for Women, but in a sleek, distinctly masculine bottle. Each side of the bottle is designed to appear transparent with metallic accents that provide a stylistic, modern look.
Cartier's new men's fragrance, Must de Cartier Pour Homme, also takes its packaging cues from its sister fragrance, but with a male twist. Marketed as a scent that captures both spicy warmth and dynamic freshness, the fragrance is presented in a two-piece oval package consisting of a deep red plastic cap and a rich green glass bottle.
The copolyester cap was developed by MT Packaging (Yaphank, NY) and molded by LIR-USA (Yaphank, NY), both part of the Techpack Group. The cap is equipped with a polypropylene interior ring to ensure a perfect fit with the glass neck of the bottle.
Packaging for Him
Marketers are creating fragrance and personal-care products with packaging that is designed to appeal to the male consumer. As the men's products segment continues to grow, packaging designers are sure to find themselves seeking even more innovative designs for masculine-looking packaging that will catch the male eye.