Package uncaps laundry product fragrance

A new flip-top closure and overcap assembly for an in-wash scent booster allows consumers to sample the fragrance before purchase without opening the package.

Meijer is just one of the retail chains that has taken on VSP’s in-wash scent booster since the packaging was redesigned.
Meijer is just one of the retail chains that has taken on VSP’s in-wash scent booster since the packaging was redesigned.

Why would you buy a perfume if you couldn’t smell the fragrance first? Likewise, why would you buy a scent booster for your laundry if you weren’t sure you’d like the scent? That’s the issue private-label products company Value Smart Products, Suwanee, GA, sought to address with a new package design for its eight-fragrance in-wash scent booster line.

VSP markets a wide variety of consumer products in major national retail stores. Its primary focus is on private-label laundry and dish detergent and additive products. For its scent booster line, the product was using a three-piece package consisting of the bottle, a flip-top closure, and an overcap for measuring/dosing. “The overcap suffered from several problems,” explains VSP President Drew Harrison. “It was difficult to remove, didn’t match aesthetically, and was not the correct diameter to snap over the flapper cap.”

The biggest disadvantage of the package, however, was that it didn’t allow consumers to smell the fragrance of the booster before buying, leading them to break into the container to do so. “After disassembling the package, many shoppers would not reassemble it, making the product unsalable,” Harrison says.

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