Packaging: Stock... Custom... or Both?

Stock packaging can be a cost-effective way to enter a market, but packaging also has to support and protect brand identity. In my opinion, they'll cost more money, but custom containers offer a better solution.SkinMedica, Carlsbad, CA, is one company that wrestled with this very issue. For the initial launch of its line of cosmeceutical moisturizers, lotions, acne care and sun protection products, SkinMedica opted for stock containers. But as the line and sales grew, the company felt it needed custom packaging that could build identity. The key was to do that while balancing costs, and the approach involved an in-depth analysis of its packaging needs with an eye to rationalizing the number of sizes.SkinMedica worked with New York-based 4sight Inc. to design the new containers."Our first challenge was to conduct an in-depth examination and analysis of their complete line of products, package components and associated costs to find solutions that would streamline the manufacturing of the new packaging," says Stuart Leslie, president, 4sight Inc. "After this extensive evaluation, we found enough commonality in size and functional requirements to dramatically minimize the required number of package components. This gave SkinMedica the ability to develop custom packaging within their budgetary constraints."Here was the cost-saving result: What had been a wide variety of sizes and materials was compressed into a base set of packages that reduced the number of packages and inventory requirements. The new packages rely on custom bottle shapes that emphasize the cosmeceutical positioning of the line. In addition to the shape, pearlized surfaces add an upscale and professional look.The SkinMedica line also incorporates closures and labeling that add to the unique look. 4sight developed closures based on stock molds with "tweaks" to customize them. In one case, 4sight designed a custom disk cap and flip-top cap dispenser accented with a thermoplastic elastomer rubber trim. The trim reinforced the package's quality look. The caps also feature the SkinMedica logo molded into them, so consumers can more easily identify the brand. The black type on labels contrasts with the pearlescent bottle surfaces, adding another unique visual element to the package.The brand is sold primarily through physicians, dermatologists and plastic surgeons but also appears at outlets that retail anti-aging products.Unilever Improves Packaging, Makes it SustainableHere's a key point to remember about sustainability: It is not just recycling wrapped up in a new image. It is an all-encompassing approach to packaging. Its goal is to gain efficiencies and use less energy and fewer materials throughout the packaging and distribution cycle. As a result, it will measure things like the amount of renewable energy used in a plant that manufactures packaging. And it will calculate the amount of fuel used to transport packages to the retailer.We're already seeing its impact. One recent significant example is the package for All Small & Mighty detergent from Unilever, Chicago. The product is a 3X concentrate, which is substantially more potent than the liquid detergent standard of 2X concentrate.The promotion during its introduction focused on consumer benefits -- promo copy said the package was lighter, easier to handle, etc. But the impact in the distribution network is where the package shines from a sustainability standpoint. The bottle is smaller than a comparable 100-ounce bottle for traditional liquid laundry detergents. That means less plastic to make the bottles. Because more units fit on a pallet, the package has greater transportation efficiency, too, requiring less fuel to get it through distribution.Marketers don't usually think in terms of utilizing the cubic space in a semi-trailer. Nor do they care about the amount of plastic resin that goes into a package. But this math is going to become fundamental to product and package development. Half the points in the Wal-Mart Sustainability Scorecard are measured in the distribution system, and packages like this deliver an advantage over competing packages.Wal-Mart buyers aren't making buying decisions based on the Sustainability Scorecard -- yet. But the retailer has told industry leaders it is a factor that Wal-Mart will add to its buyers' assessment process. Think small. Kleenex Makes Oval Cartons Appealing for the HomeKleenex has long known that home-decor appeal helps sell the brand. Now, it is leveraging the popularity of what started as a holiday package with seasonal graphics into a year-round option for its tissues.Kimberly-Clark, Neenah, WI, markets the Kleenex brand, and it introduced the oval carton as a holiday package in 2005. As it had done on other packages, the company used hologram prints on the cartons to reinforce the holidays. Hoping to leverage the oval's appeal throughout the year, Kimberly-Clark rolled out the shape as an everyday package. In doing that, the company addressed the consumer's fatigue factor by bringing out the package in a variety of graphics. Designs are rotated every quarter with seasonal motifs to keep the line fresh. With multiple designs available for each season, and four seasonal rotations per year, the tactic uses shape to hold the brand identity and allows graphics to deliver the variety. It is one of the best examples of using the concept of mass customization to keep the brand fresh in the consumer's mind.Feminine Safety Goggles Smart marketers continue to recognize that packaging for home center stores needs to appeal to women, who make up the majority of shoppers there. And, more and more, packaging graphics are reaching women.AO Safety, a line from Aearo Co., Indianapolis, uses the tagline "Safety Designed for Women" in its latest rollout. The line includes safety glasses, goggles, disposable respirators, ear muffs and ear plugs. The decision to opt for packaging oriented toward women supports a marketing strategy built on the premise that 80% of women plan on doing a home improvement project, and that three-quarters of those women will do it themselves.The newest packaging carries the safety glasses on a blister card for pegboard display. The paperboard header includes a picture of Amy Winn, spokesperson for the brand. The selling points on packages are distinctly woman-oriented. For example, copy on packages for a pair of outdoor safety goggles says that the product offers "Stylish Protection" and "Fashionable Colors." Graphics are from Group Four Inc., Avon, CT.Jim Peters has more than 25 years in the packaging field and is the Director of Education for the Institute of Packaging Professionals.

Packaging: Stock... Custom... or Both?

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