In Closing
Outer packages with clear windows showcase Revlon's decorative artificial nails. Nailing It
By Daphne Allen, Group EditorThe recent partnership between Revlon and Pacific World Corp. is more than a handshake of well-groomed hands. It's also a lesson in packaging.
For its new artificial nails debuting this spring, Revlon sought packaging distinct enough to launch the new line, yet classic enough to draw from Revlon's heritage as a leader in lip and nail color. "We needed incredibly beautiful, upscale packaging," explains Tricia Buenvenida, marketing manager for Pacific World. Known for its Nailene brand of artificial nails, which makes up 25% of the artificial nail market, Pacific World manufactures the artificial nails for marketing under the Revlon name.
But the packaging couldn't have a "stand-alone look," adds Ping Li, principal of LiDesign, who designed the new line's packages. "We had to marry the new packaging to the Revlon family, so consumers would immediately relate it to other Revlon products."
In addition, Revlon and Pacific World decided to recast the artificial nail. "Nails can accessorize clothing," Buenvenida says. To convince consumers, Pacific World designed nails in fun, fashionable, sexy colors, says Buenvenida. The line includes already-polished, easy-to-glue-on sets: French Manicure, Revlon Wine with Everything, Revlon Red, Ladybug, Metalmania, Rock 'n Beads, Blooming Nails, and Disco.
To showcase these designs without interfering with them, Li specified a UV-printed glossy box with a gray matte and two textures, and chose to hot-stamp Revlon's logo in gold. The line's brand names are printed in white, and gold board frames the windows that show off the nails. "We're pleased with the packaging," says Buenvenida. "The powerful, fashion-forward image of the Revlon brand will invite upscale, trend-conscious consumers unfamiliar with the category to recognize high-quality artificial nails as the ultimate accessory, and offer our already initiated customers a fashion alternative."
Because the new line is targeted toward mass-market consumers, Revlon and Pacific World needed to carefully manage costs. So Big Plus Packaging, a representative for Far East printers, contacted a printer in China that could economically produce upscale cartons. Li sent her computer-aided designs via e-mail to Big Plus's partner, and cartons were shipped to Pacific World for final packaging.
Buenvenida calls Revlon's launch a first for the beauty products giant. "Revlon did market artificial nails about five years ago, but this is the company's entry into designed nails. Revlon is really the first major beauty company to enter the artificial nail category." Showcasing its trademark colors with classic-looking packaging puts Revlon well on its way to nailing the market.