Packaging has long been a marketing tool to lure consumers, but on the PR front it's been more about the product inside around which a PR person drafts the message. Now, in an age where green, organic, and appearance play such a predominant role in the beauty trend category, packaging may be blooming – literally - from trash to a product in of itself for consumers and a tool for PR pros.
The Pure & Natural Cleansing Bar, among other beauty brands including Cargo, touts packaging that is both recyclable and plantable. Seriously, embedded in the soap wrapper are seeds that if planted will bloom into baby's breath. Creative Media Marketing, the brand's PR agency, crafted a press release around the “practicality” of this packaging to promote the actual bar soap. The release leads with info about the packaging and includes an eco-packaging section with instructions on how to plant the wrapper.
If the packaging isn't plantable, it's collectable. Five doll-like bottles housing Gwen Stefani's new perfume collection, Harajuku Lovers, serve as the perfume's predominant communication and marketing tool. According to the WWD cover story that featured the collection on Friday, the model rejects a “long-held conventional wisdom” in the industry that it's difficult to market more than one scent at a time during point of sale.
However, Coty, the company manufacturing Stefani's scents, holds that the affordability and “novelty” of the dolls - based on the design and story of Stefani herself and her four “real-life” backup singers – will charm consumers into buying more than one. The dolls will also star on their own comprehensive Web site, HLfragrance.com, intended to be an "interactive online experience,” adds WWD.
Who knows, PR execs may soon be pitching edible and organic containers and applicators. Yum!
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