Consumables
PHYTO SOLUTIONS TURNS TO ALGRO DESIGN
Monday 01. December 2008 - Lausanne-based skin-care cosmetics specialist, Institut Dr. Scheller, has chosen Sappi's high white Algro Design board for the boxes for its innovative new Phyto Solutions premium range of phyto cosmetics.
The scientifically developed range is based on three key age groups (30+, 45+ and 60+) with the products for each group differentiated by the respective colour guides – metallic blue, platinum and light violet. The colours are also incorporated into the Phyto Solutions logo, a circle of three interlinked leaves representing the Institute’s holistic approach to beauty care and the scientific expertise of its three founders.
Phyto Solutions was launched in Germany at the end of 2007 exclusively through Douglas perfumeries. In April 2008, the range was launched in Belgium, exclusively through ICI Paris XL perfumeries, and in June in Switzerland, through Marionnaud perfumeries. Phyto Solutions was launched In the Netherlands in September 2008, again exclusively through ICI Paris XL stores.
Supporting the brand
According to Astrid Kohler, Brand Director Skin Care, at Dr. Scheller Cosmetics, the Algro Design board’s whiteness and superior appearance to competitive packaging in the phyto market was its main attraction. “Algro Design’s fresh look and very smooth surface helps create highly distinctive packaging that supports the Phyto Solutions’ brand benefits – individual formulations for each age group, measurable results, overall customer well-being, and natural ingredients.”
“Before taking a final decision, however, our design agency created mock-ups to put on the shelves and test with consumers. We evaluated the boxes based on three criteria – their design, their whiteness, and how they compared with competitive products. All those interviewed confirmed that the Algro Design boxes came top in each category. They created better shelf impact, conveyed the premium nature of the Phyto Solutions brand, and the board’s brightness and soft touch provided the best match to the benefits provided by our products, such as clean, fresh, smooth skin.”
German converter, Martin Spiegel Kartonagenfabrik GmbH & Co. KG from Höchberg, produced the boxes, printing the outside in the three special metallic colours plus black, with an overall UV gloss varnish. The word Solutions is highlighted with silver foil and the logo symbol and the word Phyto relief-embossed. The inside of the boxes are printed in a single colour, with the logo reversed out in white, and with a matt coating.
Booming market
Astrid Kohler says that the natural cosmetics market is booming in Europe, achieving 18% growth in 2007, and is expected to continue to show double-digit growth in the future. The Phyto Solutions range, therefore, includes 16 main products, as well as 6 miniatures. It comprises:
The blue line (30+), with five products focused on moisture, a younger look and prevention of aging;
Platinum (45+), the biggest line with seven products reflecting the desire at this age to fight against wrinkles. The products give the skin a brighter look with a pearlescent effect.
Light violet (60+), four products providing intensive regeneration as the skin becomes thinner and requires adequate protection.
The brand’s core message is that this new generation of phyto cosmetics offers premium products, visible results and natural ingredients. An independent German Institute has confirmed product effectiveness. Dermatological tests were carried out on humans over a period of four weeks, with effectiveness measured after six weeks and three months. Leaflets accompanying the range provide the results of the tests.
“The launch of Phyto Solutions is a major cornerstone in Dr. Scheller Cosmetics’ business strategy,” Astrid Kohler comments. “For the first time, we have launched a major new personal care brand with prices in the plus 20 segment through the premium perfumery distribution channel. By doing so, we are actively targeting a fast growing consumer group with high demands for beauty care. The target group greatly values the exceptional results delivered by our products and is willing to invest in the highly effective phyto technology. Our Algro Design boxes have enabled us to postion and promote our new brand with customers in the best possible way right from the start.”