Packaging
Facelift for Manhattan Clearface
Tuesday 09. December 2008 - New formula and pack create user-friendly concept
Germanys Manhattan Clearface has once again a new outfit for its product line for young people with problem skin. The 25 year old label has a new colour code system, with convenient packs that make it easy to chose the right product and learn to use them correctly. Our market is constantly changing, and we have to stay a step ahead to be perceived as attractive, says Sandra Lackinger, Junior Product Manager for Manhattan Clearface at Dr Scheller Cosmetics AG. Through constant market surveys we keep an eye on our target groups and update our products according to the market requirements.
Korsnäs White for its feel, stability and whiteness
For the new launch, the image we present is more clearly cosmetics-oriented, and the pack is enormously important, says Michael Ludwig, head of packaging at Dr Scheller Cosmetics AG. In general, there is a trend towards more efficient packaging with clever technical details. Our plastic tubes have valve-openings that provide a correct, neat dose, and SOS Pimple Stopper has a pinpoint opening that applies an exact dose with no waste. For the secondary packaging, we chose Korsnäs White, which meets our requirements both for printing results and cost-efficiency. The whiteness of the material does justice to the colours, and thanks to its stability, the automated packing process functions perfectly despite the sensitivity of the filling machines – and even though we lowered the board grammage compared with the previous generation. The non-stop runnability and grammage reduction make Korsnäs White a competitive alternative.
Young people grow up faster
The antibacterial care-products are sold at chemists and department stores on the acne-care (antibacterial) shelf, and are described as effective and user-friendly, with both immediate and long-term healing effects. The target group is young, attractive and price-sensitive. One obvious current trend is that young people, girls especially, are becoming conscious of their appearance at younger and younger ages, says Sandra Lackinger. Both the products and the marketing are designed with this age-group in mind. To launch the new line, the company is advertising with a well conducted marketing-mix campaign, such as youth-oriented television channel (VIVA), printed media, public events and has created a website providing advice and help.