Opening Lines
The Power of Packaging
By Marie Redding, Senior EditorOn Monday, August 14, I participated as a judge for the Ex-Tracts trade show’s Best New Product Awards. As I walked the show at the Metropolitan Pavilion in New York City, I noticed many new cosmetic and personal care exhibitors. Some of these small companies had very creative packaging. Others seemed to be in desperate need of guidance from a few good packaging suppliers.
At one company’s booth, I started to consider offering a few suggestions when one of its representatives came over and told me that the brand’s packaging was intended to have a “minimalist design.” Instead, the representative said, the company wanted customers to focus on the product itself. The packaging was certainly minimal—almost to the extent of lacking any type of design. In fact, the under-designed packaging ran the risk of dissuading customers from taking a closer look at the product.
Brands should always keep in mind that well-conceived package designs are integral in making products stand out. The packaging for Jimmy Belasco Soy Candles is a perfect example. The company won Ex-Tracts’ Best New Packaging Award for a cleverly designed carton sleeve.
Every Jimmy Belasco candle is packaged in the same basic carton printed with the candle’s name. The brand also offers a range of decorative sleeves that can be slipped over the basic carton. Each sleeve has a die-cut window that fits over the printed candle name.
Jimmy Belasco, the company’s founder, explains why his system is so useful to store buyers. “In the beginning, you’re not sure which of your candles will become bestsellers,” he says. “If each collection were packaged differently, it would be impossible for store buyers to display candles from different collections and still create a coordinated look on shelves.”
Belasco’s sleeve concept solves potential merchandising problems by allowing store buyers to choose any candle-sleeve combination. The sleeves could even be changed to accommodate seasonal or fashion trends. “It’s a very affordable way for a small company to consistently give a line a fresh look in stores,” says Belasco.
Belasco says that so far, store buyers have reacted positively to the packaging. It’s definitely an example of how unique, functional packaging can go a long way in making, not breaking, a new product launch.