Published on the Packaging World Web site
| October 31, 2000
Keeping it simple
Anthony Logistics For Men™, a skin and body care line rolled into the national market at select stores and online catalog sites in October. Market testing revealed that not only did men want products that were fragrance-free and made with natural ingredients such as aloe and wheat, but the packaging had to be easy to use as well.
Testing showed that men unlike women are intimidated by complicated copy and packaging. So Frankfurt Balkind (New York NY) designed a package that would appeal to men’s discriminating tastes. With copy like “Objective: Degrease face. We mean it” and “Remove irrelevant skin cells free your ingrown hairs” Anthony Logistics took a very simple approach to create this product line. The packaging none of which is glass per the instruction of market test subjects is screen-printed in five colors.
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