TricorBraun Solutions Delivered | Issue 1 | Vol 2

ISSUE 1 | VOLUME 2

SOLUTIONS DELIVERED INNOVATIVE OPTIONS FOR TODAY’S PACKAGING PROFESSIONALS

PERSONAL CARE PACKAGING How packaging influences the consumer’s experience Brand loyalty achieved through aesthetics and functionality Technology transfer and the benefits of foaming packaging Streamline your supply chain for speed to market

TricorBraun.com |

TABLE O F C ON T EN T S

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PERSONAL CARE: THE ART AND SCIENCE OF TRICORBRAUN’S APPROACH

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FEATURES Packaging Design and Brand

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Trends and Preferences

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Innovative Design

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Purchase Drivers

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Insight-driven Design

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Limitless Options

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Solutions Delivered is a newsletter brought to you by TricorBraun® and the TricorBraun family of companies.

6 CityPlace Drive, 1000 | St. Louis, MO 63141 | Tel: 800-325-7782

TricorBraun Design & Engineering 3011 Butterfield Road, Suite 200 Oak Brook, Illinois 60523 Tel: 630-645-1200

TricorBraun WinePak 2280 Cordelia Road Fairfield, California 94534 Toll free: 800-374-6594 Web: tricorbraunwinepak.com Social:  

WinePak Direct Tel: 1-800-DRINKWINE

TricorBraun XpressPak Tel: 855-972-5463

FINAL SPOT COLOR (with Screens)

PMS 731 (Metallic added) Brown

PMS 876 Metallic Copper

TricorBraun University 6 CityPlace Drive, 1000 St. Louis, Missouri 63141 Tel: 800-325-7782

Packaging Options Direct 8212 Lackland Road, Suite A St. Louis, Missouri 63114 Toll free: 1-855-754-3728 Web: packagingoptionsdirect.com Social:    

PACKAGING DESIGN AND BRAND

Meeting your brand objectives with package design

BEFORE

Your brand is everything. It’s your story, values and voice. It’s what your organization lives and breathes. It differentiates you. Your brand is your company’s most important asset. Without it, you are just like everyone else.

Creating and establishing your brand involves so many things from your message, positioning and story; to color, logo and identity. From determining where and how you will communicate your brand story to measuring the success of your brand marketing efforts – there’s no denying the integral part it plays in everything you do as a brand owner.

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WITHOUT A DOUBT, YOUR PRODUCTS AND YOUR PRODUCTS’ PACKAGING ARE A REFLECTION OF YOUR BRAND. WHETHER YOU ARE REFRESHING A PRODUCT LINE,

ADDING TO IT OR LAUNCHING NEW PRODUCT — BRAND EXECUTION IS IN PART MEASURED BY THE SUCCESS OF THE PACKAGE DESIGN.

– BECKY DONNER (SVP OF DESIGN AND ENGINEERING)

”

AFTER

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INNOVATIVE DESIGN “Package design thrives on innovation.

Brand owners are continually looking for new ways to outshine the competition, and package designers and manufacturers are continually looking for innovations that will help them do so. Innovation is our life’s blood. The biggest challenge is that we never know where the next innovation is going to come from, or when,” explains Craig Sawicki, EVP and Chief Creative Officer at TricorBraun.

Historically, the focus was on product and changing product formulas to make them new again and gain consumer attention but this became an expensive endeavor and there was a limit to how much products could be changed.

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Foward thinking brand owners decided that changing the package rather than the product could inject new shelf presence even with well-established products; enhancing the consumer experience.

The first engagement or FMOT (First Moment of Truth) the consumer will have with your product involves the packaging that they see on shelf. If you’ve managed to set your brand apart with captivating graphics that are ideally also disruptive, they will pick it up – then sensory engagement takes over in moving the consumer towards a decision to buy.

“Package design thrives on innovation.”

– CRAIG SAWICKI (EVP AND CHIEF CREATIVE OFFICER)

MULTI-COMPONENT DISPENSING SYSTEM Enhances the consumer experience. View the animation on our YouTube channel at the URL below to see an exploded view of the closure and dual bottle assembly.

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IN S I GH T -DR I V E N DE S I GN PACKAGING THAT OUTPERFORMS THE CONSUMER’S EXPECTATIONS Today, consumer satisfaction on multiple levels leads to successful product longevity, brand loyalty and evangelism. Packaging professionals know that the true test of success is the repeat sale. So, where do you begin in determining what will keep them coming back?

By looking inside the mind of the consumer and gleaning a picture of how and why they use products, we are able to elevate every aspect of packaging design to help you win on shelf as well as help consumers win at home. At TricorBraun, we don’t focus solely on the best vessel or dispensing solution, but rather on developing the most attractive, functionally superior package that outperforms the consumer’s expectations. The result is truly insightdriven innovation.

In addition to conducting our own consumer research studies, we subscribe to and leverage several secondary resources. These robust primary and secondary resources provide us with access to data, analysis, forecasts, expert interpretations, visuals, cultural perspectives and trending topics which enable us to better identify consumer trends and ultimately help provide you with the competitive advantage you need.

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TR E ND S A N D P RE F E R E NCE S CONSUMERS CONTINUE TO EMBRACE TECHNOLOGY DRIVING INNOVATION We systematically seek to better understand global trends and implications as well as identify opportunities to leverage relevant technologies which we believe can be transferred across categories. Our primary and secondary resources and insights allow us to become an extension of your team and in some cases, provide you with information that you may not already have.

An understanding of this information in conjunction with a deeper insight and broader perspective on consumer behavior and preferences helps us collaboratively make well informed, confident decisions. Staying relevant is critical to long term success.

Understanding lifestyle trends, consumer behavior, preferences, perceptions, styles, likes and dislikes, needs and wants, product usage and habits…it’s a tremendous undertaking! And there’s competition. And your time is limited. Oh yeah, and there’s a budget.

POSITIVE ENGAGEMENT Let’s face it, consumers are certainly not becoming any less savvy – they know what they want! Regardless of category: hair, facial, skin, baby, sun or men’s grooming, etc., consumers are intimately aware of what is driving their purchase decisions.

Consumers leverage insight and personal experience as shoppers and not as consumers of a particular product offering.

As a result, today’s sophisticated consumer wants the benefit of consistently achieving the most positive engagement possible.

According to Grand View Research, “The personal care packaging market will be worth $37.25 billion by 2022, growing at a CAGR of 6.1%. Rising consumption of cosmetic and beauty products along with advancements in packaging technology is expected to drive the global numbers over the next seven years.” Manufacturers who have identified opportunities to leverage existing technologies and have introduced these technologies into new categories are growing.

FOAM DISPENSING Let’s consider foam dispensing. Nearly 20 years ago, Airspray introduced and later patented, foam dispensing. Initially, foaming packaging solutions were intended to address the need for an improved hand washing experience. Today, the popularity and preference for foam dispensing has grown to include a focus on baby care, hair care and facial cleansing.

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57%

30%

OF U.S. PERSONAL CARE CONSUMERS BUY NATURAL AND ORGANIC PRODUCTS BECAUSE THEY DON’T CONTAIN UNNECESSARY INGREDIENTS OR CHEMICALS.

OF U.S. WOMEN SAY THEY ARE INTERESTED IN TRYING A FACIAL SKINCARE PRODUCT WITH INTEGRATED DIAGNOSTIC TOOLS.

48%

OF U.K. SUNCARE USERS WOULD BE INTERESTED IN AN APP THAT CAN BE USED TO TRACK CHANGES IN THEIR SKIN OR MOLES.

products. Without a doubt, the popularity and perceived benefits of foam are viewed as highly transferable from one category to another category.

Given all of the dynamic categories of personal care, consumers have continued to embrace technology, which further drives innovation. Our research shows that consumers can infer where purchase drivers are similar. For example, the preference for quick, clean and easy dispensing when washing baby is also important for hand soap in the guest bathroom. Consumers know this, want this, and even demand this.

BEHAVIOR DRIVERS – ACCORDING TO MINTEL

This is just one example of the tremendous impact that a new technology can have across categories.

Recently, we conducted some qualitative focus groups with mothers to better understand preferences for traditional dispensing vs. foaming packaging solutions. Three of the categories considered were hand soap, baby wash and facial cleaners. Consumer perceptions of foam included: quick to lather, clean, convenient, effective, fun and above all, kid-friendly.

So, where do you begin? As a brand owner, you look at what is driving consumer behavior – is it speed, convenience, one-handed use, portability, a combination of these or something else? From there you look across categories, leveraging functionality, technology and the power of consumer insight and sophistication. Remember consumers are already familiar with a wide variety of packaging technologies – so give them what they want!

Consumers not only indicated a preference for foam in these three categories but also highlighted the benefits of foam packaging for products in categories that focus on children (bath and hand soap). Additionally, consumers indicated the benefits of foam for traditional home cleaning and pet care

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Purchase Drivers Given the connectivity of today’s society, finding ways to connect with consumers is becoming more and more important.

Packaging should be treated no differently.

As mentioned, looking across categories with a focus on consumer behavior is one way to capture preferences. For example, let’s consider the popularity of the bag-on valve for sun care products. By tapping into the consumers’ need for convenience and complete evacuation, one marketer has leveraged this technology for their line of body lotion products. This type of technology transfer can effectively address an aesthetic or functional need or preference for the consumer and should not be overlooked.

consumer has with the package, as well as the product that drives brand loyalty.

Packaging communicates brand values and trends, and this is expressed through function and aesthetics.

The most important outcome remains: Does your packaging speak to your brand?

The consumer’s first interaction with your product is always with the packaging. While a great deal of time and energy is invested in creating a product that will entice, delight and encourage your consumers to repeat their purchase; it is equally important if not more important to take the same approach in selecting or developing the best packaging, both structurally and aesthetically. We can get you there.

Product and package performance along with visual appeal helps to achieve desired consumer experience and ultimately, it is the positive experience that the

“

IT’S NO LONGER ENOUGH TO JUST BE NOTICED ON THE SHELF; THE FUNCTIONALITY OF THE PRODUCT MUST BE WELL THOUGHT OUT AND DESIGNED TO CREATE THE BEST EXPERIENCE POSSIBLE. BY LOOKING INSIDE THE MIND OF THE CONSUMER AND GLEANING PICTURE OF HOW AND WHY THEY USE PRODUCTS THROUGH CONSUMER RESEARCH, WE ARE ABLE TO ELEVATE EVERY ASPECT OF PACKAGING DESIGN TO HELP COMPANIES WIN ON THE SHELF AND AT HOME. – BECKY DONNER (SVP OF DESIGN AND ENGINEERING)

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Performance + Appeal = Consumer Experience FUNCTIONAL DRIVERS

Invertible

One-handed

Refillable

Intuitiveness

Secure Seal

Sustainable

Gripability

Translucent

Squeezable

Portable

Slim

Durable Leak-proof

Child-Resistant

AESTHETIC DESCRIPTORS

High-end

Playful

Youthful

Bold

Fun

Disruptive

Minimal

Clinical

Clean

Feminine

Natural Sophisticated

Masculine

Classic

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LIMIT L ESS O P T IONS

TRADITIONAL TO INNOVATIVE ALTERNATIVES WORLDWIDE Often due to limited staff, resources and time, less energy is spent on the critical package design. Our team can take this burden off your shoulders. We make it our business to introduce you, not only to the traditional packaging alternatives but also to highlighting innovative alternatives from across the globe. Thanks to our international supply chain network, we have 800+ partners worldwide and an internal global supply chain support team that is ready to support your every business need!

Our extensive manufacturer partnerships, resources and experience, coupled with reliable and strategic management of every aspect of getting your packaging delivered, filled and distributed is what we do best. We can evaluate your existing supply chain, simplify your supply chain or create a new supply chain for you. With

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a deep rooted knowledge of industry processes and developments, we remain one step ahead so that we can deliver your packaging components where and when you need them in the most efficient and cost-effective way possible; speeding up your time to market.

Why struggle to find something under pressure? We have our fingers on the pulse of innovation and widespread resources domestically and abroad. So, whether your needs include stock and/or custom components, sustainable materials, a smaller carbon footprint or specific geographic filling locations, we can recommend manufacturers and provide ongoing guidance, support and service to get the job done. And best of all, we’re vendor agnostic, so you will get what you WANT not what we HAVE.

Beautiful Solutions A CASE STUDY

At TricorBraun, we’re proud to have been Eufora’s packaging partner for more than a decade. And when they created their new Beautifying Elixirs for clients with damaged and dull hair, we were excited to have another opportunity to help Eufora’s products stand out from the competition. For the Beautifying Elixirs, we designed and sourced the manufacture of nine separate yet coordinated custom packages, manufactured by three separate companies, and delivered to three different fillers — all in just six weeks.

Eufora had some initial ideas for the packaging design, and within a week we had presented them with several options that delivered on their vision of a clean, professional, high-end look. Once a design was chosen, a set of precise ratchets was added to the bottle’s neck to ensure a perfect fit with the stock, center dispensing closure. Then, with the design complete, the molds were developed and qualified in just four weeks.

Thanks to the strength of the relationship between TricorBraun and Eufora, the entire project was a complete success. The line has garnered impressive sales numbers and has generated multiple reorders since the launch less than a year ago.

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6 CityPlace Drive, 1000 | St. Louis, MO 63141 Toll Free 800 325 7782 | Tel 314 569 3633 | Fax 314 569 5087

WE’RE COMMITTED TO SUCCESS Personal Care Packaging Awards 2016 SMARTMOUTH™ ORAL CARE, TRIUMPH PHARMACEUTICALS • PAC GLOBAL LEADERSHIP AWARD, NON-FOOD BRAND REVITALIZATION, SILVER • NACD BEST OF SHOW, BERNARD SEID AWARD • IOPP AMERISTAR AWARD • PACKAGING WORLD DUPONT ALL-NUTRIENT,® CHUCKLES, INC. • NACD COSMETICS & PERSONAL CARE, BRONZE • GRAPHIC DESIGN USA: IN HOUSE DESIGN AWARD OXY BUMP® NASAL AND THROAT SPRAYS, OXY BUMP • NACD DRUG & PHARMACEUTICALS, GOLD

2015 WILLIAM ROAM PERSONAL CARE PRODUCTS, MANSFIELD-KING • NACD COSMETICS & PERSONAL CARE, BRONZE HELLO® MOUTHWASH AND TOOTHPASTE, HELLO PRODUCTS, LLC • WPO WORLDSTAR

2014 HELLO® MOUTHWASH AND TOOTHPASTE, HELLO PRODUCTS, LLC • WPO WORLDSTAR • NACD BEST OF SHOW HELLO® BREATH SPRAY, HELLO PRODUCTS, LLC • NACD PEOPLE’S CHOICE • NACD GOLD NOVELTY SEI BELLA™ EYE/LIP COLOR PACKAGE, MELALEUCA • NACD COSMETICS & PERSONAL CARE, SILVER SWEET ESCAPE® TANNING LOTION, AUSTRALIAN GOLD • NACD BEST OF SHOW • GRAPHIC DESIGN USA: AMERICAN PACKAGE DESIGN AWARD

PC15R817

OXY BUMP® NASAL AND THROAT SPRAYS, OXY BUMP • NACD DRUG & PHARMACEUTICALS, GOLD