Packaging News You Can Use

Finding appropriate packaging is not the only challenge to
launching a product line. If you’re a cosmetics company these
days, you must be aware of a draft law now pending in the House
Energy & Commerce Committee. The FDA Globalization Act of 2008
would change the way cosmetics are regulated in the US. If the
draft law is enacted in its current form, it would literally kill
of small and woman-owned cosmetics businesses.

Among the provisions in the draft legislation are:

• annual registration fees of up to $12,000 for all cosmetics
  companies, even if all you manufacture is a single bar of soap
  and even if you are a very small company
• stringent and burdensome reporting requirements that would make
  it impossible to run a small business
• requirements for compliance with one-size-fits-all
  manufacturing guidelines that small businesses cannot possibly
  comply with

The provisions represent onerous barriers to entry, will stomp
out competition and minimize consumers choices when it comes to
their personal care products.  It will also decimate businesses
that women have started and run successfully because the playing
field, at least up to now, has been a level one. This legislation
would change all of that.

The Indie Beauty Network (IBN) is leading the charge to oppose
the draft law. In meetings earlier this week at the Food and Drug
Administration and on Capitol Hill, IBN’s president and several
members put the small business position forward in the hopes of
convincing legislators to amend the draft law to make sure that
small businesses are not decimated by the law.

IBN’s blog post with video and Petition to oppose the law is
here, and you can sign the Petition by leaving your comment,
city, state and zip at the blog:
http://www.indiebusinessblog.com/indie_business/FDA_globalization
n_act_of_2008/index.html

Our July 24, 2008, IBN sent a letter to the Congress persons on
the House Energy & Commerce Committee:
http://www.indiebeauty.com/media/index.asp

At a time when small businesses are most vulnerable, especially
those run by women and families who are fighting to stay off
unemployment lines, IBN and many others believe that this
legislation is the wrong policy and the wrong law at the wrong
time.

Think about iconic packaging brands: Coke, Legg’s, Tiffany are a
few that come to mind. What about these brands caused them to remain in your memory
book? The packaging of course.

We remember these brands because of their superlative packaging.
So good in fact it has become a cultural icon.

How did these brands differentiate themselves? Was it the
packaging color, shape or design?

What captured your interest in the product that made it so
compelling

That’s what you need to figure out with your product packaging.
Half the battle is to get them to pick it up for a closer look.
It’s your job to make your packaging work for your brand and
your company.

So what constitutes compelling packaging brand? How “connected”
are you to your consumer? Here are a few emotion descriptors that
your package must convey.  Does your packaging Engage, Evoke, and
Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or
power. Can you say that about your product packaging? Or is your
product packaging just the opposite? Boring!

Think about what you can do to improve the odds that your package
will engage a consumer: Colors, features, shapes, value/benefits
or social conscious are all ways to “reach out” with your
package.

EVOKE: To call forth or call up as in evoking memories. What
about your package will make the consumer recall a successful or
enjoyable product experience? How can you make them remember that
they were satisfied in buying your product? In case they haven’t
purchased before, what is going to “connect” them to your
product on your package? What is so special about your package
that they have to take a closer look?

ENGROSS: To engage the whole attention of (and that’s the key
point). You have to get their attention to pick up our product
before they can even consider buying it. Use features that will
capture their interest in seconds because that’s all the time
you are going to get before they move on.

Another “feeling” word that conveys a strong and compelling
brand is TRUST. You must create a place where people look for
information and feel more secure doing so.  It’s important to
understand the strength behind the brand and why people turn to
it for a sense of security and information. So what about your
product packaging conveys the experience that consumers can trust
your brand?

Regardless of the reason a consumer may be in the store or
looking at your product, introduce them to a “lifestyle”
experience . . . trust, security, necessity or even peace of
mind.  Your package presence needs to call out “Buy Me” because
I provide the experience of all of the above emotions.

Product branding is a powerful influence on everyone. It’s
important to understand the strength behind the brand and why
people turn to it for a sense of happiness, satisfaction,
security and information. The best of all brands cross gender,
ethnicity and age demographics. “Universal Truths” in packaging
that cross these boundaries.

If you have to pick one, the best single word emotional response
you can give to the brand is “ENGAGE.” People are connected to
the brand at all levels. That is a great position to be allied
with. So that’s what you need to do with your product packaging.
You have the brand statement behind you now you need to
“ENGAGE” the consumer.

When you capture the power of the package people will integrate
your product into their everyday life. They will not just turn to
it as a convenience but as a necessity for comfortable living. So
create your own story through powerful product packaging.
Whatever your category, you should strive to engage, evoke, and
engross the consumer to revitalize your brand through product
packaging.

I provide lots of complimentary packaging resources and information to
make your packaging journey successful. And one on one consultation
when necessary.

Or give me a buzz at 678-594-6872. I’m tapped in to the latest
packaging news. I can help you assess why or not you should
consider changing your product packaging. At the very least I can
tell you what your competition is doing.

If you are just chumming the “packaging” waters then be sure
and visit and one of my web sites for lots of information and
advice. It pays to do your homework first.