In a highly competitive industry, with a multitude of different brands to choose from, sun-care products manufacturer Australian Gold® is always looking for fresh, new ways to differentiate its product packaging at retail. As the sun care market evolves, companies like Australian Gold have to stand out on the shelf and comply with a number of new label regulations, including the recent U.S. Food and Drug Administration (FDA) regulations for over-the-counter sunscreen products.
Australian Gold wanted to redesign the existing package for its Moisture Max™ 30 sun protection factor (SPF) lotion. The package redesign called for a larger label panel with more prominent graphics that leveraged design elements from the original label. The redesign also had to incorporate additional regulatory information. However, the existing bottle shape, which was contoured with a molded hand grip in the middle, challenged Australian Gold to find the right solution for its needs, while continuing to utilize pressure sensitive labeling.
Looking to stay with the graphic impact popular with consumers, Australian Gold turned to WS Packaging Group which utilized the Avery Dennison Curve Appeal™ system, coupled with Fasson Curvy™ pressure-sensitive film. This technology allows a pressure-sensitive label to be applied to complex curved container shapes beyond the edges of the typical flat surface labeling area. For Australian Gold, the new Fasson Curvy film label created approximately 40 percent more labeling area.
The Australian Gold application called for a top-coated white film, which helped create an appropriate color bed for building the graphics of the revised label design. The new label measures 6 inches by 2.5 inches, and carries nine colors, including varnish and cold foil for dimensional accents.
In a head-to-head comparison of the old label versus the new one, research conducted by the brand owner found the Australian Gold product with the Curvy film label has purchase interest that far exceeds the previous package. When asked which product shoppers would buy, 94 percent (9:1) of respondents choose the product with the newly designed Curvy label. When introduced, there was a 5-percent increase in sales over the previous bottle.
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