How can retail packaging create an authentic and transparent brand experience?

I'm going to share insights from my upcoming book, Take A Chance! (pre-release Jan. 4, 2024) on how I created a brand for one market segment only to discover it sold better in another market segment (knowing your target audience) and how packaging and labeling is everything. Ginger Lily Farms was created to sell to the hospitality industry for spa locker rooms. Think Four Seasons, Marriott, Hyatt, Rosewood and many others. The brand identity, vision and mission was to create a product line that aligned with the sensory experience of the property (inside name used for a hotel). We created 12 fragrances to include all four seasons.Since this was locker rooms, we created one gallon sizes. I continue with with the next question. Thanks!

Thank you for reading Part 1. The one gallon package was not for retail so design was not important. We did a simple 1-Color silk-screen. Gallons were packed 4 to a carton. Sales were OK but I found that the market would be larger to sell into salons. So I created 8 oz. bottles and created 4-C labels so salons could retail the products to their customers. I also created nice wood crates to merchandising to add a luxury value and so they could compete with Bath & Body Works. Pricing was only $5 a bottle to the salon, $10 retail, about half the price of competitive products. Bottles were sleek, biodegradable and fun. Alas, the salons were not into retailing and the project failed. Then the lightbulb went off! See next lesson.

Thank you for reading the first two parts of this lesson. I will tell you the lightbulb story in part 4. The beautiful thing about creating a memorable unboxing experience with a personal care product like shampoo, conditioner, body wash and hand lotion in 12 fragrances, is that the first thing consumers do when they see the bottles is to remove the cap and do the sniff test. It is amazing to watch this process. Because of this, 8 oz. bottles were not safety sealed and caps were not shrink-wrapped. Very important if you are selling at retail stores. From the 12 fragrances we launched, 4 stood the test of the sniff test and continue to be best-sellers today. If you like this info, please order my book Jan. 4, Take A Chance! Next lesson

The brand story happened when we launched GLF on Amazon. The story included all the key points in formulation: All natural product, paraben and sulfate-free, no artificial color or ingredients, not tested on animals, PETA-certified and ecologically friendly since gallons were much better for the environment than small retail sizes. The lightbulb idea was that we needed to update the packaging to make it a true consumer brand. So we created new 4-C labels and updated all the graphics. It was a beautiful thing and resonated with Amazon customers immediately. We also created A+ pages for each item showing the product being used and all the key attributes. It became and still is the best-selling bulk personal care brand on Amazon. Next up

Retail packaging serves as a canvas to narrate your brand's story. By incorporating elements such as the brand's history, mission, or the inspiration behind the product, packaging can transcend mere functionality, transforming into a storytelling medium. Authenticity shines through when the packaging communicates the values, ethos, and journey of the brand. This transparency not only engages customers but also establishes a deeper connection, fostering loyalty and trust. When customers unbox a product and feel a part of its narrative through the packaging, it creates an immersive and genuine brand experience that resonates beyond the purchase.

Thank you for staying with me and I hope you are learning something! As I wrote in my upcoming book, Take A Chance! (pre-release Jan. 4, 2024), my company, TNG Worldwide, is an Amazon Top200 reseller. Because of this, feedback and reviews are critical for our success. For product launch, we enlist Amazon reviewers to offer their 100% open feedback. Once launched, we review every review posted to ensure best customer experience. We have consistently very high reviews and average 4.5 stars. Recently we got a terrible review for a fragrance-free product. It stunk! Then we got another. Demand was so high the factory rushed the product through without allowing a cooling off period. That was a terrible lesson to learn but much needed!