Many years ago I used a few Jurlique products. I distinctly remember the lovely rose hand cream. I also remember the boring blue and white packaging. It looked like a medical product or something an accountant would like!
But like most women I get sick of one beauty product and move to the next brand, so I haven’t been using Jurlique for years.
A couple of weeks ago I was walking through Myer and noticed Jurlique’s new packaging. It stopped me in my tracks. It was gorgeous. It now has beautiful imagery that represents what is in each product ie rose on the rose hand cream. The company’s key message is written on the box, so you immediately know it is organic, biodynamic and has living energy.
In addition to their new packaging they have great sales techniques. They offer free sample products every time you buy something (even if you buy at a chemist). At the city David Jones store if you buy two products you get a free half-hour facial.
Needless to say all of these techniques have worked on me. I have gone from using no Jurlique products a few weeks ago to using virtually every product in the range!
It got me to thinking. How many businesses go to the expense of updating their packaging? How many businesses actually review if their packaging assists or hinders sales?
Packaging plays important marketing roles, from capturing attention and increasing consumption, to ensuring consumer safety or just informing consumers of the ingredients. We rely on the product’s packaging to help us make a buying decision. The challenge facing the package designer is how to grab our attention so we buy it!
It might be time to follow Jurlique’s example and update your packaging!
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
