Applications: Making a Compact Statement
A compact captures Sexy Calling Card's flirty image in one word.
By Jennifer Kwok, Associate EditorThe marketing message for Sexy Calling Card by Too Faced (Irvine, CA) isn't hard to grasp. Fashioned with wells that form the word sexy, the compact spells out in lip gloss what Jerrod Blandino, CEO and creator of Too Faced, describes as a "sexy, sassy, fun image."
"A word can be an effective marketing tool," says Blandino. "With Sexy Calling Card, the product conveys its own marketing image."
Too Faced began developing the concept of letter-shaped wells with HCT Packaging Inc.'s (Bridgewater, NJ) in-house design team, led by creative director Rebecca Goswell, more than two years ago. "In the beginning, we brainstormed a long list of possible words to use, including lips and eyes, but as soon as we saw the sample compact with sexy on it, we were set," says Blandino. "Too Faced really latched on to the word sexy because it reflects the brand's image," says Tim Thorpe, vice president of sales for HCT Packaging.
The Sexy compact is a modified version of HCT Packaging's Jumbo stock acrylic compact, which is usually molded with circular wells. "To our knowledge, Sexy Calling Card is the first compact in the market with letter-shaped wells," Thorpe says. The well shapes made product filling more challenging, but HCT Packaging and a filling company were able to refine the process.
The compact's one-piece base was formed with thick walls to create a high-quality feel. Instead of being filled in metal pans, the lip gloss was hot-poured directly into the wells so that it could be seen clearly through the transparent compact. "We tried several compact designs, but in the end we loved the way the clear acrylic made the letters look as though they were floating," says Blandino. "It really lets the product's jewel tones and different textures stand out." Metal pans would have also lent a hardware feel to the package which Blandino says he didn't like.
A black stripe printed with the Too Faced logo is silk-screened on the lid. To avoid obstructing the consumer's view of the product, the stripe was placed on the lid's bottom edge. Glued to the lid's underside is a mirror that is the same size as the black stripe. "This way, we were still able to provide the customer with a mirror while hiding it behind the stripe," says Thorpe. A two-ended brush applicator with a transparent pink rod was silk-screened and supplied by Anisa International (Atlanta). When the lid is closed, the applicator well remains hidden from view by the lid's black stripe.
As for customer response, Sexy Calling Card's successful sales in stores like Nordstrom, Sephora, and Bloomingdale's speak loudly. "In two months, we're almost sold out of a supply that we estimated would last for a year," says Blandino.
Blandino and HCT Packaging plan to continue the letter-shaped wells for additional Too Faced compacts, including one with the word foxy. Blandino says that the follow-up compacts will also house lip gloss. The reason? "Lip gloss is reapplied throughout the day," he says. "Each time the customer takes this compact out of her purse to reapply, she'll love the attention she gets."