The company's revamping following last summer’s preliminary launch results in improved, attention-getting sleeved tottles.
The 2-mil polyvinyl chloride sleeve labels are reverse-printed flexo in six colors by Seal-It. The blow-molded 8.5-oz high-density polyethylene tottles are from Fenton, Weber & Jones Packaging .
"It’s hard to compete with the ‘big boys,’ but our tanning products are so unique from anything else on the market, we are basically in a league of our own in modern day skincare," claims company president and co-owner Carlos Burleson. "Once people give our products a try, they buy them again."
The former packages that debuted in summer ’03 were screen-printed tottles. "At that time, I thought the design was okay," says Burleson. "After it was in the market, people told me it was a plain-looking package that wasn’t bright or pretty enough for young women to want to buy. People that would try it would like it and buy again, but it didn’t catch their eyes."
That’s where the new sleeved tottles come into play. Introduced nationwide last November, the four tanning lotion varieties retail for around $38 each; $18 for the after-tan moisturizer.
The new design was done for Seal-It by Christopher Harri Design, which was charged with increasing the products’ appeal primarily to women aged 18 to 30. "We wanted an explosion effect [with the label graphics]," says Burleson, "and this was the best among several versions submitted.
The new tottles were sized to a fit a lady’s hand "real well," according to Burleson. "And it was the right size," he adds. "Most tanning lotions are eight ounces."
This new tottle also adds an extra dimension. While the previous design was only able to stand on its cap, this tottle can be set on its base or on its 24-mm finish cap. "If inverted, not as much squeezing is required," notes Burleson.
A ‘jar-ing’ addition
The company also offers new sampler size versions of the five products in 0.55-oz double-wall round polypropylene containers. The tanning lotion samplers retail for $4.75; $2.50 for the moisturizer. Provided by Delta Plastics with a matched 33-mm threaded PP closure, the stock jars are decorated with pressure-sensitive labels from Houston Label. The 60# semi-gloss paper is flexo-printed in up to four colors and overlaminated with 1-mil polypropylene.
Burleson says the jars are a mess-free improvement over traditional tear-open sample packets. "The jars reseal, fit in a purse, and provide two tanning sessions," he says.
What about results? "People are drawn to the products and everyone seems to like our packaging," sums Burleson. "We may add more line extensions."