Label livens line of indoor tanning products

Redesigned packaging played a key role in taking the Black Gold line of indoor tanning products from limited distribution in the Midwest to national and even international distribution.

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The St. Paul-based firm introduced its tanning formulas a few years ago in white opaque high-density polyethylene bottles that were screen-printed in two colors. According to company president Steve Koniszczuk, the packaging "just didn't have it." So he worked with a nearby design firm called Fluid (Minneapolis, MN) to come up with an entirely new look. Key to it is a pressure-sensitive label from Tapemark (West St. Paul, MN). Printed flexo in three colors, the 2.5-mil polypropylene label has a 1-mil clear PP overlaminate to protect the printing. The label provides much richer color and bolder lettering than the screen printing that's been replaced, says Koniszczuk. The label converter, he adds, "maintains a high resolution to help us accomplish high-impact shelf appeal." Bottles, which come from distributor Tricor (St. Louis, MO), underwent a big change, too. Creme and lotion varieties are in opaque black bottles extrusion molded of polyvinyl chloride. A sloped top differentiates the Deep Penetrating Creme variety from the Dark Tanning lotion, but both take the same eurostyle dispensing closure. An 8-oz bottle of Dark Tanning lotion sells for $12 at a tanning salon; the 8.5-oz Deep Penetrating Creme is $18.50. For the Deep Penetrating Oil Free variety, Black Gold selected a clear bottle to show off the liquid's rich amber hues. The bottle is injection stretch/blow molded of clear polyethylene terephthalate with either a pump spray or turret-style dispensing closure. The 8-oz bottles cost a tanning salon visitor $19. Koniszczuk admits there was a significant "jump" in packaging costs as the redesign unfolded. But the selling price was raised accordingly, and, says Koniszczuk, the product is practically flying off the shelf.

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