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Packaging Direction | Case Study

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by

Tina-Gaye Bernard

on 23 July 2014

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Transcript of Packaging Direction | Case Study

Packaging
Direction

The Challenge
MATRIX is No. 1 American professional hair care brand in the U.S.; Total Results™ is its accessibly priced brand.

In-store comparison of the promotional discount boxed sets by competitors such as Paul Mitchell showed opportunity for improvement through visual and messaging.

Creative had remained consistent for prior two years; a refresh was valid.
The Solution
Two key communication priorities were briefed: add model visual to front and bold the call out/contrast of “FREE.” It was also recommended that Purchasing explore standardized construction of box insert for all free product height variations across ranges offered.


The Results
Packaging redesign had stronger presence on shelf at point-of-sale that led to 30% increase in order commitments and reengineering of the box insert optimized production with 5% cost savings.  
 

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