Packaging News
As Christmas fast approaches, brands everywhere are gearing up their marketing machines to ensure their goods are chosen ahead of their rivals for the coveted space on the gift list this year.
Particularly in the personal care sector, competition is fierce in the festive season, with shop shelves full of special edition gift packs of toiletries, fragrances and hair care products. But are consumers getting tired of the same old same old when it comes to how these packs are presented in store? And are these packs even targeting the right people?
For too long, personal care gift packs have been geared towards the purchaser and not the recipient, with the packaging revealing too much about what’s inside and leaving no sense of intrigue.
It’s vital for brands to extend the sense of anticipation, meaning that after the wrapping paper is removed, the recipient still has layers to explore before reaching the products inside. This prolongs the experience of receiving the gift and reinforces the connection between the consumer and the brand.
It’s true, of course, that gift packs need to appeal to the people buying them, but the style of packaging used has now become predictable and uniform. Without a sense of individuality and originality, brands risk losing the attention of both purchaser and recipient.
In line with the recently refreshed LYNX master brand and packaging, PB Creative established a more aspirational range of gift packs across both core and premium collections, moving away from standard stereotypes to create a sense of excitement and intrigue for the recipient.
The existing conventions of gifting have been challenged, using new cube-like formats for the core range as well as introducing sleeved tins for the premium packs. Pack imagery is used in place of the standard ‘pack window’, a feature that has hindered a more premium perception in recent years.
Christmas is a hugely important time for brands: It’s time to be bold, to defy convention and create products that remain memorable and relevant beyond the shelf and into the home.
It’s time to put the gift back into gifting and offer consumers something they are proud to give and receive in equal measure.
