CPC Packaging's 2008 Packager of the Year - 2008 Notable Launches: A Customizable Delivery System
An innovative, customizable dual tube was created for two new product launches: Avon ANEW Clinical Advanced Dermabrasion System (pictured here) and Avon ANEW Rejuvenate Dial-A-Glow Anti-Aging Moisturizer SPF 15. (Dial-A-Glow is pictured with other products in the ANEW Rejuvenate collection here.) The dual-tube package keeps each product’s two formula parts separate until they mix at the time of dispensing.
The package’s two separate tubes are sealed together at the crimp. A dispensing cap with a dial allows the user to customize the amount of each product that is released through the single orifice.
“This package perfectly suited both products,” says Jeff Wass, executive director of global new product and package engineering. “It is a great example of our ability to leverage a package that had already been developed. We were able to take the knowledge and research we already had and use it for a new application.”
The ANEW Rejuvenate Dial-A-Glow package contains a self-tanner and an anti-aging moisturizer. Turning the dial to a higher number with each subsequent application gradually increases the amount of tanner in a dose, allowing users to slowly build up a more-natural-looking tan. The package for ANEW Clinical Advanced Dermabrasion allows users to slowly build up to a higher degree of exfoliation.
Collaborating on Development
The idea for this innovative dual-tube dispensing system was driven by Avon’s marketing team, which had the goal of launching several customizable skin care products. It was up to Avon’s R&D, package engineering, design, supply-chain, and marketing teams to work together to figure out the best way to use this research—and to figure out how to incorporate a customizable concept into a new product and package design.
“This launch was the result of a 360º collaboration among all of our teams,” says Wass. “Developing this package presented challenges that had to be addressed throughout the entire supply chain.”
The percentage of product that would be dispensed from each tube had to be determined. One vital question that arose during initial meetings was, “How are we going to fill this?” Every team also thought extensively about how the numbering system should be displayed on the dial and how the package’s proper usage would be communicated to consumers.
“We needed to use different design elements to make sure that this package was as consumer-friendly as possible, in every way,” says Patricia Demnisky-Green, Avon’s director of global package design.
Using Design Elements to Convey Information
Making each separate tube a different color visually conveyed to consumers the fact that each tube contains a different product. “Color choice was so important because the brand’s message must be reinforced, and brand symmetry must be maintained,” says Demnisky-Green.
White and silver are the color cues for the ANEW Clinical brand, so these colors were used for the Dermabrasion product’s tubes. “A pearl finish was used on the cap, with silver accents reinforcing the fact that it’s a premium product,” says Demnisky-Green. Blue and gold were used for the self-tanning moisturizer, since those colors identify the ANEW Rejuvenate brand.
Potential issues were anticipated and resolved one at a time, before the production process began. “This is the perfect example of how our production process tends to be an evolution, with a lot of planning done early on,” says Wass. “As the design evolves, all issues are solved, so there are never any real challenges during production. Doing all the upfront work ensures this.”
More on CPC Packaging's 2008 Packager of the Year
Feature:
Avon Products Inc.
Notable Launches:
Web Exclusive: A High-End Look for Tube
Web Exclusive: Avon Continues to Partner with Fashion Designers for New Fragrances
A Custom, High-End Look for Skin Care
The Challenge of Engineering a Dual-Chambered Jar
Tooling a User-Friendly Dispensing Tip
An Innovative One-Handed-Use Lipstick Case
New Partnership with James Bond Franchise
mark. Hooks Up
Web Exclusive Sidebars:
Timeline: Tracking Avon's Expansion in New York from 1886-2008
Avon 's Advertising: A New Image Sparks Growth