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Redesigned skin care package overcomes daunting hurdles

By working with its branding partner, Merz Pharmaceuticals now enjoys considerable shelf appeal, despite several retail challenges.

Mederma
Mederma

The Mederma® family of skin care products for scars and stretch marks is produced by Merz Pharmaceuticals, LLC, part of the Merz Group of companies whose areas of therapeutic focus include neurology, dermatology, and podiatry.

Mederma Stretch Marks Therapy’s upgraded packaging is lighting up retail shelves and addressing major retail challenges thanks to its branding partner, Little Big Brands.

The hurdles necessary to overcome for the package redesign were daunting. The Mederma Stretch Marks Therapy has one retail facing, and that’s usually on the bottom shelf, among a disparate array of skin care products. The product’s $40 price tag is higher than most drugstore products, which earns it security devices in some stores.

The project kicked off with a robust structure exploratory with the goal of keeping the product’s current footprint and material costs, while working harder to catch the consumer’s eye, again, not an easy task given lower shelving, poor lighting, and basic paperboard substrates. It also had to better educate the consumer, while justifying its purchase price.

Several substrate choices, tube display features and windows were explored, which help tell the product story at shelf.

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