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Effective Design For Bath and Body Product Labels

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Effective Design For Bath and Body Product Labels

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Packaging is more than a container. In many cases, it has a decorative function beyond the life of the product. This is a concept that was popular with Avon bath and body products in the 1950s. This packaging angle was heavily exploited in the following decades, and glass Avon bottles became collectible items. While most bed and bath packaging today is not intended to be collectible, form is definitely as important as function.

Plastic packaging is the most practical option for products designed to be used in or around the bath area. It can be formulated in any color desired, it is very easy to mold into a particular shape, and it is resistant to impact damage. Glass bottles are more expensive to manufacture and handle, but glass is also seen as a more elegant packaging material. Vendors who focus on aesthetics to draw in consumers often opt for the clarity and heft of glass when designing packaging.

Effective packaging blends the appeal of the product with the appearance of the container. A good example of this approach is the packaging of colorful green bath salts within a glass container fashioned in the shape of a bamboo stalk. Although the woody stems of bamboo plants are usually yellow or tan, the visible green bath salts within the container instantly create an impression of living, growing plants.

[caption id="attachment_3831" align="alignleft" width="280" caption="image: http://blog.lelaluxe.com"][/caption]Artisan packaging is also currently very popular. Decorative boxes, wicker and heavy craft papers are often just as enticing as glass packaging. Many consumers purchase bed and bath products simply for the attractive packaging. Hand-crafted soaps in this type of packaging are purchased as an accent for a room rather than for actual use.

Paper packaging has the added value of being sustainable. Many environmentally or socially conscious consumers shy away from plastic packaging regardless of the shape or color. Companies can enlarge consumer bases by promoting environmentally friendly paper packaging made from sustainable sources. Vegetable-based inks that contain no harmful solvents are excellent draws for these consumers, but a company must effectively advertise the use of green materials to attract these customers.

In a 2011 report, the International Spa Association cited the spa industry as the fourth largest leisure industry in the world. The organization works with PricewaterhouseCoopers, LLP to gather industry statistics each year. Spa statistics can be useful gauges for the bath and body market, because skin care products are readily available at these locations. Approximately 93 percent of all spas contain retail space.

The report indicates that spas were visited by more than 150 million customers in 2010. The US recession was in full swing during this period, and the relative success of spas is indicative of Americans’ desire for the minor luxuries of bath and body products. Bath and body product retail accounts for 11 percent of all spa revenues.

Bath and body labels that make effective use of environmentally friendly materials to promote a green company image do consistently well in difficult economic times. Attractive packaging, whether of glass or paper, is an important hook for the wandering eye of the consumer, but companies should build on the initial impact of attractive bath and body labels by advertising material and ingredient sources.