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Premium cleaning products convey value for retail sale

Originally sold through TV shopping network channel QVC, For Life Products, LLC’s Rejuvenate line of floor restoration products, based on its All Floors Restorer formula, is designed to return wood, laminate, and other hard floor surfaces to like-new condition.

Rejuvenate
Rejuvenate

Eight years ago, after the rapid growth of its product line, For Life launched Rejuvenate in Home Depot, Menards, and other home centers and hardware stores as well as in mass-market retailers. In 2014, analyzing its sales data for future marketing planning, For Life found that shoppers in the retail environments in which its products were sold tended to choose lower-cost cleaning products for floors and cabinets over its more expensive Rejuvenate line.

“This presented an opportunity for us,” says Jim Hampel, For Life Products Chief Operating Officer. “We developed Rejuvenate Home, a new line of floor and cabinet cleaning products made with the same level of quality as our restoration products, but targeted specifically at the mass retail market.”

To add perceived value to its product for the more cost-conscious mass-market consumer, For Life decided to package the new products in slightly larger packaging. The new bottles also needed to maximize shelf space to meet mass retailer demands. Another important goal of the project was to differentiate the new products from its restoration products, while still leveraging the brand equity of the quality Rejuvenate product line. To help design new packaging to accomplish these objectives, For Life reached out to TricorBraun Design & Innovation Group, a business unit of TricorBraun.

“TricorBraun was very instrumental in achieving our goals,” says company founder and CEO Joe McDonnell. “They worked closely with us to develop a clean, simple message to consumers––through both the bottle design and the label graphics––that lets us project the brand value of the Rejuvenate name while clearly identifying the products as cleaning products.”

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