POWER OF PACKAGING
Dr. Bronner’s recently revamped its
personal care packaging.
has been in business for more than 50 years, can produce caps in
Pantone colors, fluorescent, pearlized, marbled or metallics.
Packaging makeovers are a popular way to refresh interest in a
product. For example, instead of producing just another re-pack-
aged“me too” men’s product line, Hey Dude Skin Care recently
rolled out a line of skin care that rewards a guy’s craving for a
simple system, according to the company. The collection com-
bined functions like blending a facial cleanser with a shave gel as
well as a pheromone-infused 3-in-1 shower SKU. Its tagline is
“Ladies Beautify, Guys Dudify.”
By replacing its past series of branded products with a
simple, step-by-step set of SKUs comprising a system it calls
“Dudification,” Hey Dude Skin Care addresses all of the major
male grooming needs—exfoliation, shaving, post-shave treat-
ment, moisturizing and sun protection, according to company ex-
ecutives, who are in active discussions with a number of national
“brick and mortar” retailers.
“Guys like the convenience of using fewer products to ac-
complish their goals, and we are designing packaging as well as
functionality to accommodate these wants,” said Nick Berner,
vice president of sales, Hey Dude Skin Care, Miami Beach, FL.
“The companies that can deliver these benefits quickest and best
According to Berner, Hey Dude’s core target of young men,
ages 18-25, wants portability and convenience above all else.
“By showcasing our products like Cleansing Shave Gel
and dual pheromone infused Dude Wash 3-in-1 Body Wash,
Shampoo & Shave Gel in clear 5oz flip cap tubes, we appealed
directly to the idea that guys want products that are ‘obvious’ in
function, easy to carry and visually appealing,”he told HAPPI.
“The vivid colors of the product show through the clear tubes,
and have artwork that’s fun and whimsical, creating a very at-
tention grabbing visual compared with other brands next to us
on a shelf. We created a main logo of a young man who is in this
target niche. In our research, we found that a big reason for brand
loyalty and equity is having a recognizable face, similar to why
permanent icons like Mr. Clean and Aunt Jemima continue to
resonate over decades.”
H2O Plus, a leader in marine science skin care acquired
by Pola Orbis in 2011, recently unveiled a new brand image.