BEAUTY CARE

Satisfaction study: Packaging can influence purchase intent, customer satisfaction

BY Michael Johnsen

RICHMOND, Va. — MeadWestvaco Corporation on Thursday launched its inaugural consumer satisfaction study, “Packaging Matters.” The study explores the role of packaging in product satisfaction as consumers purchase, transport, use and dispose of products across 10 different categories. 

“The research … proves that packaging is one of the most powerful tools in the marketing communications mix, but as it stands now, packaging does not delight consumers,” stated Brian Richard, director, consumer and customer insights, MWV. “Brands should view the current gap in satisfaction as an opportunity to make improvements to their packaging by focusing on what matters most to consumers.”

Fewer than 20% of U.S. consumers report they are “very satisfied” with product packaging, with the least amount of satisfaction from carry-out food containers and beauty care product packaging.

Of the 15 packaging attributes studied, only a small percentage of consumers ranked shelf appeal, or the product’s “attractiveness” and “distinctiveness,” as ”very important” features to their satisfaction (6% and 10%, respectively). However, this is where brands were performing best, with performance exceeding importance. While brands are generally pleasing consumers during the shopping experience, satisfaction drops dramatically when product packaging is relied upon for transport and storage and then when the product is used and reused.

The largest satisfaction gaps across categories all relate to the structural features or functionality of the packaging. In terms of importance, consumers want packaging that protects from breaking or spilling (74%), maintains product integrity (72%) and gets the entire product out of the package (66%).

“Packaging satisfaction decreases significantly after consumers leave the store, at all touch points along the product lifecycle, such as transporting, storing and using the product. This is a huge missed opportunity for brands,” noted Steve Kazanjian, VP global creative, MWV. “Structural features of the packaging should be viewed as the most critical area for brands to make improvements to drive consumer satisfaction.”

“Packaging that lives up to the brand promise of its marketing communications holds the most potential for repeat purchase,” Kazanjian added. “As more retail migrates online, consumers are interacting less with brick-and-mortar channels. A disappointed consumer can switch brands with one click, so the role of packaging is increasingly an important vehicle for brand owners to connect with their consumers at touch points throughout the product’s life cycle.”

The study found that when it comes to purchase intent and product satisfaction, packaging matters. A majority of consumers will sometimes buy a product off the shelf without prior knowledge of it (64%) and rarely use mobile devices to research a product while shopping (72%). While quality (85%) and price (67%) are the most important factors contributing to overall product satisfaction, consumers report little variance in importance between a product’s brand (12%) and packaging (10%).


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Patriarch Partners names CEO to lead Jane Cosmetics, Stila Cosmetics

BY Antoinette Alexander

NEW YORK — Patriarch Partners, LLC a New York-based investment firm and holding company, has announced that Lynn Tilton, Patriarch’s founder and CEO, will assume the role of CEO for portfolio companies Stila Cosmetics and Jane Cosmetics, effective immediately.

Patriarch acquired Stila Cosmetics and Jane Cosmetics in April and December of 2009, respectively.

“I believe both brands, together, allow us to inspire the inner beauty in every woman. I have long believed that these companies are a platform to educate, enlighten and empower women. I am excited and honored to work more closely with these teams to be disruptive in our strategies and more innovative in our products,” stated Tilton. “I am grateful for the dedication, work ethic and innovation of the new operating teams.”

Tilton will oversee the day-to-day global business for both brands including sales, operations, finance, marketing, product development, and packaging. Reporting to the CEO, the executive leadership team is comprised of Michael Hughes, CFO; Menal Parikh, chief commercial officer; Cynthia Rapp, chief marketing officer; and Jill Tomandl chief creative officer.
 

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Valeant announces CeraVe sunscreen line at New York event

BY Alaric DeArment

NEW YORK — Canadian drug maker Valeant Pharmaceuticals North America announced Wednesday plans to launch a new sun care line nationwide in the spring.

CeraVe (pronounced "sarah-VEE"), which the company said marked its entry into the sun-care space, is currently available at mass merchandisers, supermarkets and retail pharmacies in the Sun Belt states and online, and Valeant plans to launch it around the country in April, VP and general manager for consumer products Alissa Hsu Lynch said at an event in New York to promote the line. Olympic swimmer Rebecca Soni has been hired as a spokeswoman for the line. The products are oil-free and include ceramides, which help to repair and restore the skin barrier.

Valeant Pharmaceuticals North America VP and general manager for consumer products Alissa Hsu Lynch introduces Valeant’s new CeraVe line of sun-care products. The company plans to launch the product line nationwide in April.

The line, available in SPF 30 and SPF 50 strengths, includes SKUs such as the lotion-based CeraVe SPF 50 Sunscreen for Face, another version for the whole body, a wet-skin spray and a sunscreen stick that allows application in frequently missed areas such as the hairline. The facial and body lotions, which the company said are water-resistant for up to 80 minutes in the SPF 50 form and 40 minutes in SPF 30, include Invisible Zinc, which uses micro-file zinc oxide to deliver a dry, clear finish to the skin; Invisible Zinc was originally an Australian product that Valeant had previously acquired.


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