Spa water treatment products, salon style

Leisure Time’s sales rise 17% with new packaging inspired by health and beauty products. The bottles’ ‘softer’ look and texture deliver that ‘ahh’ moment that pampered luxury homeowners crave.

An uncluttered bottle design, a swoosh at the shoulder, and a tactile finish create a 'softer' look and feel--all packaging elem
An uncluttered bottle design, a swoosh at the shoulder, and a tactile finish create a "softer" look and feel--all packaging elem

Sales of the Leisure Time line of spa and hot-tub water care products were exceeding the category’s annual sales increases of 3 to 5%. Consumers viewed the premium-priced products as high quality.

Yet the brand’s owner, Atlanta-based Advantis Technologies, made a bold move by redesigning the entire line of packaging. The company believes its new packaging communicates a more sophisticated message about the product quality to high-end consumers.

The redesign has brought several results:

• The packaging helps to deliver the brand’s magic “ahh” moment, both visually and through surface texture, which spa owners—who are used to enjoying the finer things in life—expect. Some marketers use the term “experiential brand” to describe this emotional state that results when consumers interact with a product.

• Year-to-year sales have risen 17%, and distribution has increased at spa dealers.

• The line is “displacing” some competitors’ brands from some dealers’ store shelves. This “preemptive strike” has enabled Leisure Time to hold off growing threats to its position as the category sales leader.

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