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Haircare capsule pack captivates consumers

Petri dishes-the stuff of science class nightmares-aren't usually associated with high-impact consumer packaging. But Tampa, FL-based Vogue Intl.
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is using the dishes in a glitzy attractive multi-component pack that shows off its haircare "vitamins." The result? "It's unbelievable. We have a hard time making them fast enough" says Todd Christopher president. That's pretty good considering that the product which retails for $3.99 per dozen capsules is essentially creating its own new category whose usage is not immediately understood by consumers. Available in four varieties the package can be pegged or stands on a shelf. It debuted in January '95. Christopher says the packaging designed in-house stems from the belief that a bottle simply wouldn't do justice to the deep hue and unique shape of the gel-like capsules which consumers twist open and rub into the hair after showering. Although the capsules are moisture-sensitive there's no special barrier to the stock polystyrene petri dish with friction-fit lid. A tamper-evident PVC shrink band provides some barrier throughout distribution as well as pilfer protection at retail. Both the dish and band are sourced through distributor Smith Container (Tampa FL). Other components include a clear plastic film label on the lid that's hot-stamped in white with variety-specific copy. Christopher says the label lets him avoid having to inventory specific screen-printed containers. The SBS "carton" that holds the dish is offset-printed in four colors plus a UV coating from Cypress Folding Carton (Tampa FL).

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