OCT 2013

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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THE BOX IS THE THING , PATRICIA FREUND, vice president of marketing, Cuccio Naturale C uccio Naturalé is a natural nail, hand and foot care treatment product line based in Southern California. When it came time to add a new Manicure/Pedicure Collection product line to its offerings, the company needed to ensure the packaging would accurately reflect its existing branding. "We decided that images of the elements that make up the product, such as fruits, botanicals and other natural ingredients, would also be on the external packaging," says Freund. "You'll see that with our Milk & Honey Butter Blend product." The decision to use imagery was learned through experience. "With our Butter Blends, we realized that although they're wonderful products, when you put them on a shelf without the elements on the packaging, they're not as powerful," Freund explains. "We added the elements so that now, no matter where our product is displayed, the packaging sets it off and draws in professionals and clients." Bottom line: Consistent messaging To consider: "The first key to success of product sales is packaging that attracts a client." BEFORE AFTER Including identifiable ingredients on the jar itself brings Cuccio's packaging to life. MARITZA RODRIGUEZ, global vice president of marketing & communications, Pevonia International T he marketing leaders at Pevonia are sharply aware of the farreaching implications of their elite, global skincare brand's product packaging. It starts with understanding the role of packaging to begin with. "Packaging varies greatly depending on the category, whether it's skin, hair, nails, cosmetics, accessories, skincare, apparel or jewelry," explains Rodriguez. "It needs to be visually impacting, artistically designed, and easy to read and understand. Plus, it should reflect and capture the brand's key ethos and positioning." Pevonia's packaging changes have always been driven primarily by worldwide input and ongoing research, and are influenced by many factors, including, says Rodriguez, "formulation up- 80 DAYSPA | OCTOBER 2013 BEFORE grades, delivery system enhancements, design enhancements, existing packaging stock, global product forecasting, packaging vendor lead times, packaging transition times, and trademark and registration lead times when related to product re-launches and launches." Bottom line: Comprehensive influence AFTER To consider: "Packaging needs to be designed to help the buyer reach out and grab it, and then quickly transition their behavior from interest to purchase."

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