WHITE PLAINS, N.Y. — Merz on Friday announced the introduction of new packaging for its Mederma Stretch Marks Therapy that "addresses major retail challenges."
According to Merz, Mederma Stretch Marks Therapy has one retail facing, is usually on the bottom shelf and is housed among a disparate array of skin care products, all with heavy blocking. It also has a $40 price tag, which is higher than most drug store products, and which also earns it security devices like Lucite keepers and spiders in some stores.
“We have a fantastic product that was often overlooked on shelf because its aesthetic was so quiet,” noted Jessica Wright, associate director of OTC marketing at Merz. “The redesign not only gave Mederma Stretch Marks Therapy a much more premium look; it also works better functionally for the consumer."
“We needed major impact and a huge step forward in terms of perceived quality,” stated John Nunziato, creative director at Little Big Brands, the design firm that assists with the redesign. “From custom structure to material and process upgrades to bold new branding and graphics, every inch of this package was carefully crafted.”
Graphically, the redesign features easily identifiable branding on front, side and top. A bright magenta was selected to add vibrancy when placed on lower store shelves and foil board was selected that has a high concentration of white to address recessiveness. The front panel and tube incorporate fading silver graphics to mimic the smoothing product claims.
When opened, the front flap reveals the tube inside and highlights before/after photography as well as clinical trial results. It is easily kept closed by a small Velcro disc. Logos on the carton were embossed on top, front and side to add extra dimension, depth and reinforce the premium look and feel.