Applications: Sampling Innovation
Estée Lauder and Valois launch the Imagin atomizer.
By Marie Redding, Senior EditorThe iconic fragrance Pleasures by Estée Lauder celebrated its 10th anniversary in 2005. To mark the occasion, a print and television ad campaign featuring Gwyneth Paltrow was launched last holiday season, in conjunction with an innovative new type of sample package—the industry’s first single-use fragrance atomizer. The sample was inserted into Us Weekly magazine’s December 5, 2005 issue.
This atomizer is a huge change from the typical scented glue strips usually found in magazines (which some subscribers actually request be left out of their issues). “It is a real breakthrough to be able to get the actual product into the hands of the consumer, in a sampler that sprays the product. For a sample, it is as close as possible as you can get to the actual package because [the fragrance] is even delivered in a similar way. From a technical and development standpoint, it is groundbreaking. We are excited to be the first to market this new technology,” says George Kress, vice president, corporate packaging innovations, The Estée Lauder Companies.
The sampling device is named Imagin. Its concept was first conceived by Valois. Its patented expandable design lets the package be presented flat so that it can easily be inserted into magazines. To dispense the fragrance, the user must first pull the flat sample off the page. Pulling up on the atomizer’s tab causes air to inflate the sample package, turning it into a wedge shape. The user can then squeeze the package to actuate a gentle spray of the product onto the skin. Each atomizer delivers four to six mists.
A major benefit to marketers is being able to print graphics on the atomizer’s large front panel. “It serves as a billboard, allowing us to tell the story behind the brand and to visually convey its image,” says Janet Bartucci, vice president of corporate global communications, The Estée Lauder Companies.
According to Ed Quinn, national sales director of perfumery and cosmetics at Valois of America (Congers, NY), this technology has been in development for four years. From the beginning, the Estée Lauder team was very excited and confident about being able to merchandise this new type of sampling technology.
“We immediately decided to embark on a codevelopment process,” says Kress. “Although Valois had a complete concept, additional work was needed to validate the system for Estée Lauder fragrances.” As with any new development project, unexpected issues arose. One issue was making sure the atomizer opened correctly. “Additionally, we did a lot of work with the post office and magazine binderies to make sure postal requirements and manufacturing efficiencies were [met],” says Kress.
A big challenge, however, was determining the shelf life of such a small amount of fragrance. “The sampling system is completely sealed, but making sure the product stayed fresh for an extended period of time required extensive testing,” explains Kress.
The Estée Lauder Companies has a one-year agreement with Valois for exclusive use of this technology for magazine distribution. Marketing teams are currently reviewing the sample for use by other brands within The Estée Lauder Companies. Kress says the sample is very effective. “Fragrance [retailing] is increasingly challenging, and it is critical that the consumer’s first impression of a fragrance is as favorable—and memorable—as we can make it,” says Kress.