Packaging That Sells Blog : Packaging Insight

WS Packaging Case Study: Extended-text label helps beauty brand capture new customers

Brand owners want to make their products available to a broader base of consumers by deploying smaller packaging sizes that conveniently allow away-from-home use. But it's a challenge when those products have an active ingredient that requires drug-facts content on the label. The brand owner's primary goal is to maintain the impression of the product held by the consumer. Many times they do not know how to take their products to market and still comply with labeling regulations.

Brand Makeover Part 1

A brand makeover is never a light undertaking, but that doesn't mean it has to be fraught with peril. Asking the right questions, understanding the process, and knowing what you have to do will help get you where you need to be. In the end, the role of packaging is to help consumers along the path to purchase by communicating the brand positioning with visual cues that are personal, emotional, and tactile.

Packaging Is Key Ingredient for Consumer Product Goods

Products on crammed shelves scream for attention. Whether it's creating trial for a new product, encouraging a second look at a brand refresh, or flagging down a shopper to go off-list and pick your brand, packaging is a bridge built on understanding consumer expectations. The right package design executed the right way helps set a brand apart.

Extended-Text Labeling

Brand owners must comply with labeling regulations for all their products, regardless of product size. This is especially critical when a product contains an active ingredient such as sunscreen. The fact compliance must be maintained across all packaging formats poses some challenges for brand owners when they want to use trial or sample sizes that are small. Extended-text labels create extra space to tell a deeper brand story, provide product usage information, and still enable brand owners to meet regulatory requirements.

Packaging Decoration

With about 70 percent of purchase decisions being made at the shelf, packaging that gets noticed is how successful brands engage consumers. But when you look at the cost to package a product, decoration represents only a fraction of the total cost. That's why packaging is such a wise investment.