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Contemporizing a classic brand, with a 10% sales spike

It is possible for a flagging iconic brand to become relevant again to consumers.

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Lornamead has done just that, and achieved a 10% increase in unit volume prior to a promotional campaign for its Finesse lineup of shampoo, conditioner, and styling products. The company has succeeded by following three steps involving packaging: It has evolved the brand’s communication structure, simplified the communication, and maximized the strengths of each package surface—plastic, aluminum, and steel.

After purchasing the Finesse brand and doing consumer research, Lornamead determined that women ages 35 to 54—the brand’s core audience—were “open to giving Finesse another try,” says Karen Murabito, Lornamead group brand director. “But their memories of the brand were old, so we needed to make it more contemporary. People remember the blue package, but we needed to make the brand easy to shop.”

Lornamead, working with Little Big Brands (www.littlebigbrands.com) to drive the overall design approach, accomplished this objective by moving to a flatter container for its 13-oz and 24-oz bottles. The smaller size has been reduced from 15 oz, and the new bottle structure provides additional economies by using the same cap and label size for both the small and large containers. For the shampoo and conditioner, the design of the high-density polyethylene bottles, from Silgan Plastics (www.silgan.com), enhances the bottles’ flask-like shape. An exaggerated “foot” provides support at the base of the custom-shape bottles. The shape is inverted for the conditioner bottle, Murabito notes, to easily identify the shampoo and conditioner containers in the shower.

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