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Scent cues pop on uncluttered personal care packs

Clean, white bottles and cartons, with bold blocks of color and ingredient imagery, draw consumers to new pure, plant-derived shower and bath products from Yardley London.

Pw 42720 Yardleygroup

A clean and understated package design with blocks of bold, bright colors and fresh ingredient imagery help Yardley London’s new affordable bath and shower collection attract “a younger audience, looking for greater scent and benefit cues, as well as products with a sustainable mission.” That’s according to Deidre Williams, director of marketing, Skin Care, for Yardley parent company Lornamead, Inc. Williams explains that the new line, launched last May, was conceived to build on the growing popularity in the U.S. of Yardley’s bath soaps.

“Like other Yardley products, this line uses premium ingredients and botanicals, while taking the product benefits to a whole new level,” she says. “The line also ups the ante on sustainability. From the packaging itself to the concentrated formulas within, this is the most eco-friendly Yardley on shelf.”

Packaging, developed with Little Big Brands, includes clean, white, round-shouldered PET bottles made from 50% recycled content from Silgan Plastics for three varieties of shower gel, and biodegradable, recyclable cartons from MOD-PAC for two bath-bar scents. Convenient pump dispensers from Aptar allow for one-handed application.

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