Editors’ Choice Award Winner: Sampling and Promotional
pleasures Single-Use Fragrance Atomizer
by The Estée Lauder Companies
The 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 launched last holiday season, in conjunction with a brand-new type of sample package—the industry’s first single-use fragrance atomizer designed for magazine insertion.
The sampling device, named Imagin’, is supplied by Valois and was developed in partnership with The Estée Lauder Companies. According to Ed Quinn, national sales director of perfumery and cosmetics at Valois of America, this technology has been in development for four years.
“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,” says George Kress, vice president, corporate packaging innovations, The Estée Lauder Companies.
Imagin’s patented expandable design allows the device to be presented flat so that magazine insertion is possible. To dispense pleasures, 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.
“Although Valois had a complete concept, additional work was needed to validate the system for Estée Lauder fragrances,” says Kress. 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],” Kress adds.
The greatest challenge, however, was in 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.
CPC Packaging’s awards panelists enjoyed trying this sample package. “It’s a spray nozzle and a child’s pop-up book in one—genius!” says Jerrod Blandino, founder and creative director of Too Faced Cosmetics. Lisa Carroll, group creative director for Coty, comments that she has never seen anything like it. “It is very innovative,” she says. Maiken Erstad, design director for Dragon Rouge, says that it takes magazine samplers to another level. Jeff Wass, director of package engineering for Avon Products, agrees. “The great thing about this sampler is that it imparts the fragrance in the same way it is meant to be applied. It provides the user with a department store experience, through a magazine.”
The large amount of space on the sampler’s front panel is another advantage. “Being able to display the pleasures logo and graphics right on the sample is a major benefit,” says Kress.
Because competition in the fragrance category is intense, the first impression a consumer has of a new scent is critical. This sampler left magazine readers with a lasting impression of pleasures.