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'No-label' look reflects purity of product

Global Balance Co. switches from a glass jar to an HDPE tube for consumer benefits, vastly improving product sales.

Pw 18694 Global

When Global Balance Co. introduced its Hand and Body Cream Moisturizer a few years ago, the company selected the smallest possible jar size. Because consumers applied the moisturizer by repeatedly dipping their fingers into the 2-oz glass jar, marketers at the Newton, MA, company reasoned that the sooner the small container was emptied, the less chance for contamination.

But as company president Allan Benjamin studied the container not long ago, he decided that as long as people were dipping their fingers into the product, even the smallest package size couldn’t keep the product hygienic enough by his standards.

In addition to hygiene, the 2-oz jar drew other complaints from consumers. “People thought it would break, they wouldn’t take it when they went camping or traveling, and women couldn’t put it in their pocketbooks,” Benjamin says. “That’s when I thought about how I could do something differently.”

Benjamin wanted a container that was either recyclable or made of recycled material. He chose a new 4-oz high-density polyethylene tube from distributor DCS Services (Madeira Beach, FL) topped with an injection-molded polypropylene stand-up closure from Seaquist Closures (Mukwonago, WI). Benjamin says sales have jumped 300% since the transition from glass to plastic. “The glass jar was not a huge success. It got lost on the shelves,” he says, adding that the new package and label make the product more accessible.

Labeling challenges

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