Well-packaged – Almost Sold: The Art of Packaging
The flowing drop form symbolizes the caring effect of the essences. The interaction between the concave and the convex surfaces visualizes the high-value product character and makes it easy to open and close the lid.
15/09/06 Packaging is the most important instrument of brand management. An attractive packaging design puts a product on stage. Consumers place more trust in packaging than in any other advertising measure. While rational buying arguments, such as information content and usefulness, are also considered, the credibility with which the packaging expresses the quality of the product is decisive. The visual, tactile and olfactory senses should be used for easing an orientation in the retail trade.
With older people additional factors apply. They are more critical, putting a very high value on readable and clear product information, easily understood and easy to handle opening mechanisms, a higher quality and easier brand recognition, for instance through the positioning of a brand logo.
According to Karmasin Motivforschung, a company that does motivation research in Vienna, packaging is the magic wand effect at the point-of-sale. Beiersdorf brands such as NIVEA and JUVENA have successfully implemented these principles with their products. In August, the Pampering Oil Bath from NIVEA Bath Care has been awarded the Hamburg Design Prize 2006 in the product design category.
The flowing drop form symbolizes the caring effect of the essences. The interaction between the concave and the convex surfaces visualizes the high-value product character and makes it easy to open and close the lid. Stylish and practical – that's something consumers definitely do like.
Miracle at the point of sale: the packaging
NIVEA Hair Care Relaunch - The relaunch products of NIVEA Hair Care are available since July 2006. The overall presentation has been significantly improved in the aspects femininity, modernity and especially beauty. The packaging has also been adapted to reflect these trends. The label has been redesigned, the bottles and jars were given a more feminine form, while lid color makes the product series instantly recognizable for consumers.
Alternative to treatments with low-energy lasers
Time Stop Laser from JUVENA: Magic in Stick Form - Small, but full of power: The Time Stop Laser from JUVENA acts like a soft laser on lines and mimic wrinkles. These can now be selectively corrected with the handy Cream Stick. Biomimetic peptides stimulate microcirculation and metabolism of the cells. In addition, the Time Stop Laser contains microscopic particles, which are directly embedded and enlarged in facial lines and small wrinkles.
