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Packaging Therapeutic Products: Pampering at All Prices

Wooing with Whimsy

When Frills began designing its spa product line in 2002, the firm knew that the packaging needed to appeal to mass-market customers, as the line would be in stores like Wal-Mart, Rite-Aid, and Kmart. The brand's tactic was to design fun-looking packages that would hopefully charm customers of all types. "We didn't want the packages to have a clinical look, but instead, more of a boutique feeling," says Sharon Ganley. She is vice president, nail care and cosmetics, for New Cosmar Corp. (Huntington Beach, CA), which owns the Frills brand. New Cosmar Corp.'s parent company is New Dana Perfumes, located in Mountaintop, PA.

Frills created eight whimsical product kits that look like ready-made gift sets but are also for personal use. The kits' graphics, including background patterns of stripes, waves, and polka dots, were designed by White Snail Design in Los Angeles to match each kit's primary container labels. The kits' soothing periwinkle and sea-foam green colors feel spa-like. Some SKUs are also sold individually.

Because the kits would be sold on store shelves instead of behind a cosmetic counter, Frills chose a clear protective clamshell supplied by Plastic Concepts Inc. (Huntington Beach, CA) to house the primary containers. The clamshell was molded with a hangtag at the top. When the clamshell is placed in the kit's outer carton, provided by Justman Packaging & Display (City of Commerce, CA), the hangtag extends through a slit at the carton's top, making the carton look like a purse and allowing the carton to be hung or set on a shelf. The carton's die-cut window displays the products in the clear protective clamshell. "The clamshell was a more durable option than a cellophane window, and can be used to store or carry the kit later," says Ganley.

The line's primary stock containers are from a number of suppliers. The jars are supplied by Cosmetic Specialties Inc. (Oxnard, CA) and Lerman Container (Naugatuck, CT). U.S. Container Corp. (Vernon, CA) supplied the line's tins. The bottles are supplied by Classic Containers Inc. (Ontario, CA), Lerman Container, and Arrowpak (Carson, CA). The tubes are by Artube (East Stroudsburg, PA), and the vials are by Roberts Cosmetic Containers (Chatsworth, CA) and Lerman Container. Additional jars and caps are by Cosmetic Specialties Inc., and the bottle pumps are by Bottlemate Inc. USA (Commerce, CA) and Lerman Container. The container labels, whose background graphics match that of their respective kits, are printed by Impaxx Labels and Packaging Inc. (Compton, CA).

Frills also advertises the products' therapeutic ingredients in a playful way. "We wanted more of a lighthearted feeling so customers wouldn't feel intimidated by or distanced from the ingredients," says Ganley. To make its packaging feel welcoming, Frills developed its own illustrated spokesperson, a traveling beauty expert named Trina. On the line's cartons, Trina describes products in a friendly, first-person voice. She calls attention to the pleasure and fun of using the products. "It's a cute way of telling customers what's inside the kit," says Ganley. For instance, the kit called Mineral FantaSEA emphasizes the products' Dead Sea essential minerals for hands and feet. On the back of the kit's carton Trina says, "They'll put some life back into those hands and feet."

Frills also created a geographical theme for each kit. For instance, the inspiration for the Hand Lift AHA & Collagen Kit is Beverly Hills. A bejeweled Trina is pictured on the kit's carton, wearing a chic dress and carrying a toy poodle. A postcard from Trina, pictured on the back of the carton, says, "Just back from Beverly Hills, where the young get younger, and I've found it--the fountain of youth for hands. Wave hello to smoother, younger-looking hands...Ta-ta darlings--Trina, Your Traveling Beauty Expert."

"Trina travels the globe to bring beauty products back to customers," says Ganley. "Her outfits represent the destinations she has visited. Customers trust her to bring unique, spa-inspired products with the best ingredients from around the world right to their own backyards."

With the therapeutic and spa industry expected to grow about 20­25% in the next year, according to Ganley, the number of therapeutic brands competing in the mass market is also likely to increase.

As for Frills, the customer response has been great, says Ganley. "Customers contact us and tell us that they were drawn to the products because they loved the look of the packaging," she says. "Then, after they took the products home and used them, they told us that the product formulations will keep them coming back."

Natural Appeal

JASON Natural Cosmetics (Culver City, CA) is a brand popular with natural-product customers since 1959. At the beginning of 2003, it launched redesigned packages for its products, including lotion, deodorant, and sunscreen. During the redesign, the company made sure that the new packages kept the same natural brand image that the company had maintained since it was founded.

"We wanted to get a fresh new look, but not alienate the current customer," says Angella Green, marketing and media coordinator for JASON Natural Cosmetics. "Our packaging was changed to pearlescent ivory for most products to give them a bright, clean, fresh look." New accessories, such as a convenient key-chain clip for its bronze sunscreen tottle, were also added.

To make sure that customers still identified the packaging with the JASON brand, the company kept the original label icons that highlight the products' organic ingredients. For several products, updated illustrations were added. "We always have the natural customer in mind when packaging our products," says Green. "Our ingredients are natural and organic, so we very much want to reflect that in our design."

For the brand's Massage Therapy Oils and Lotions, the company found a unique way to call attention to the products' natural ingredients. To emphasize that the ingredients are made with 70­100% certified, authentic organic ingredients, the company placed authentic dried flowers in each bottle. "We added the dried flowers not only to give the massage oils a more natural look, but also to remind the customer of the natural therapy that flowers provide," says Green. She also says that because the flowers were dried, there weren't any problems with bacteria growth or compatibility with the products.

To make sure that the bottle's label would allow customers to view the flowers, the sides of the silk-screened labels were left clear. The front and back panels of the label were silk-screened with graphics. "The only parts that are printed are the front and back sections, leaving the sides open so that customers can see the dried flowers inside the bottle," says Green. "The material used is Crystal FasClear, a coated, flexible clear polyolefin film. This material with the coating has worked well for us and has a longer shelf life than other clear materials we have used. It is much more resistant, and the print quality is worth the extra expense that we pay to use this type of label. The silk-screening on this type of label also allows for a consistent and smooth coverage of the printed areas."

The PETE bottles are recyclable. "We always use recyclable materials," says Green. "That sometimes puts a limitation on the type of look a packaging component can have. Not all bottle shapes are available in recyclable high-density polyethylene or PETE. Sometimes a company can have a bottle made specifically in these materials, but it can be at a premium price." Both the bottles and the caps are stock components.

In the end, the massage products are designed to inspire customers to relax. "A consumer-friendly feel is definitely the way to go for home-spa products," says Green. When a consumer buys this type of product, it is usually for stress relief and healing. Packaging should address this."

Clean and Simple

For aromatherapy company LATHER Inc. (Pasadena, CA), minimalist packaging makes a statement about the brand. Its marketing brochure says: "LATHER stays true to a 90/10 ingredient-to-packaging cost ratio, as a matter of principle. Pouring investment dollars into extensive product research and development and the highest quality ingredients attainable, LATHER keeps costs and hype low with pedestrian-chic, utilitarian packaging and straightforward, gimmick-free names and copy. So, while we hope you are impressed by our bottle design, it is our mission that you will be elated with what you find inside."

LATHER's president and founder, Emilie Davidson Hoyt, believes that the company's no-frills packaging helps it build customer loyalty in the long run. "Many times, elaborate packaging does not attract the right customer," she says. "For example, a package that is shaped like an animal might attract the type of person who is encouraged to buy the product on impulse because it's cute. However, they might not be impressed with the product, or the product might not be right for them. Meanwhile, a person who is looking for this type of product might overlook the package, not instantly understanding what it does. After time, the company really turns into a cute-packaging company. That does have its place, but it's not what I'm interested in. While LATHER sometimes misses out on customers who will impulsively buy an alligator-shaped lotion bottle, we attract a more serious customer—one who is more likely to find the right product for him or her, ultimately creating loyalty."

Though she doesn't believe in lavish packaging, Hoyt is still aware that LATHER's packaging must stand out on the shelf. This is especially true since the products, which were originally sold only in LATHER stores, now have expanded distribution into other stores. "Fortunately, we've discovered that the simple packaging does stand out among more cluttered-looking packages," she says.

The stock components supplied by Pacific Packaging (Baldwin Park, CA) are an ideal fit for LATHER's simple style. The line's 8-oz high-density polyethylene bottles are complemented by black caps. A soft-touch finish gives the bottles a high-quality feel. The jars are also sourced from stock.

Using the same stock packaging throughout the line not only keeps production costs down but also makes it easier for customers to identify the packages with the line. "We try to make the packaging look very uniform," says Hoyt. The black graphics simply state the product's name and ingredients. "Our customers become well trained on how to gather information off each of our products," says Hoyt. "Education becomes easier."

Another trademark look for LATHER is its eye-catching color bars. The color bars serve a practical function, color coding the products by category. For instance, the blue color bar is for body, orange is for face, light pink is for aromatherapy, and purple is for treatment. "The system makes it easy to find the product you are looking for," says The Miracle Group's Stone.

LATHER's minimalist look is one that more therapeutic and personal care companies have been adopting. "The simple, clean look is a trend," says Stone, who names brands like Neutrogena as an example. "These packages are simple, but not medicinal. Graphically, there is less copy and less clutter."

"The LATHER line targets individuals who don't have a lot of products to clutter up their bathrooms," says Stone. "They want one product that works, and they want it to look clean and clutter free. Since the LATHER line looks no-nonsense, customers feel like they can trust the brand." 

Looks Like Luxury

For companies who sell their therapeutic products at an upscale price, luxurious packaging is part of the lavish experience these brands promise customers.

Decléor Paris (Paris) offers its premium aromatherapy products in matching packages. Its Aromessence line of body balms, made from 100% pure essential oils, is housed in sophisticated frosted glass jars supplied by Bormioli Rocco (Parma, Italy). "The heavyweight jar certainly conveys an upscale impression," says The Miracle Group's Stone. "The gold details on the cap also imply luxury."

"Decléor wanted its products to feel precious," says Charlotte Giaconia, international product manager for Decléor. Giaconia adds that the jar's 50-ml size is unusually small for a body product. The stock glass jar was silk-screened with graphics. The jar's frosted finish protects the essential oil ingredients.

For aromatherapy company Elemis, run-of-the-mill packaging is also not an option. "The Elemis range of aromatherapy oils costs a great deal more than most products in the mass market," says Oriele Frank, director of marketing for Elemis (Harrow Weald, Middlesex, UK). "Elemis only uses premium grade oils. We were adamant that the packaging had to reflect that."

To achieve an extraordinary look, Elemis mixes custom components with standard ones. "We were looking to move away from the classic brown bottle with a plastic dropper or a black cap," says Frank. "Our vision was to elevate the packaging to another level--we wanted the bottles to look premium."

The standard bottles for the Elemis massage and essential oils are adorned with exclusively designed, silver teardrop­shaped caps. "The caps are meant to enhance the visual look of the bottles to be premium, elegant, and classic," says Frank. The cap also allows for controlled dispensing. When customers screw off the cap's teardrop tip, they can dispense the oil directly out of the container or into the cap, for a more precise dosage, by gently tapping the bottom of the bottle. The droplet mechanism was used to ensure ease of distribution, and the bottles' orifices vary in size, depending on how much product should be released. For instance, the Pure Essential Oil bottle features a smaller orifice because less volume of the potent product is typically used than with the massage oil.

While many spa companies tend toward mild, soothing colors, Elemis' bold blue, green, and red glass-frosted bottles look high impact on the shelf. "The color coding helps customers differentiate between the product ranges and also gives the brand increased shelf presence," says Frank. "The green bottles are for massage, bath, and essential oils; the blue represent our Aroma Spa range; and the red bottles are part of the Exotics range." She adds that Elemis plans to introduce an antiaging line in packages with a lighter, more sophisticated pearlescent finish.

The bottles' deep colors are also functional. "The packaging had to be in dark glass to protect the oils," says Frank, who adds that Elemis ensured compatibility of the essential oils with the teardrop cap's rubber seal and checked that the oils wouldn't erode the print on the bottle.

All of the packaging details are designed to ensure that Elemis is a line customers can feel good about buying and keeping. "Customers can put the products on display in their bathroom," says Frank. "They are prestigious, elegant, and attractive. They have a great shelf presence when merchandised in a salon or a spa."

Educating Customers through Packaging

The success of therapeutic companies often seems to come down to whether or not they can reach key customers through their packages. "The marketplace is hugely competitive and is swamped with aromatherapy and so-called aromatherapy products," says Frank. "Often the consumer isn't able to differentiate between a poor and a good oil, so they will opt for the cheaper option unless they understand the processes involved in creating an oil." Skillfully designed packages that communicate therapeutic properties in appealing ways are those that customers will be purchasing.

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