BXP - January/February 2018 - 16

16

"What helps is the compare-and-contrast thing that hap-

the toothbrushes, where viewing the product helps tell the

pens between our styles when multiple SKUs are grouped

story of the toothbrushes' larger and premium plush bristle

together."

heads, the travel cases need a more demonstrative way to
illustrate their consumer-use stories.

Consumers are able to compare and contrast the different
models due to the high-end blister cards used for the prod-

"We now use a paperboard box," Foley explains. "The box

ucts. "no one else has [toothbrush] packaging like us," Foley

has a window so shoppers can see the product but it's just

says. "Our supplier, Transparent Container, was so helpful

an open window and doesn't even use cellophane. With the

with creating packaging that's about more than just seeing

paperboard carton, we can now show an image of what you

the product. There are cheap trap blister packages out there.

could store inside the travel case because it's a product that

Ours is not one of those low quality packages. We wanted

can be used for more than travel.

and needed a sophisticated tray system, and they were able
to successfully make that for us. It didn't happen right away,

"I use our travel cases for my razor when I travel," she adds,

but they were a partner with us through all the versions, and

"but I also use them to hold my earphones. Our travel cases

Transparent was committed to quality as much as we are."

are really lovely. They are well-designed. They're a single
piece so you don't lose anything.
They don't break. They're made of

The R adius TooThbRushes'

50% recycled plastic so there's an

in TheiR sTands sTRike an

eco-conscious philosophy behind

aRTisTic pose.

the products, and they have very
beautiful shapes."
GrOWInG, expandInG
and evOlvInG
When asked about the apparent
disconnect between its two major
product lines-oral care and travel,
Foley responds, "I know that it's
confusing, but there's a story
behind it. The first travel case was
created in response to a request
by Target, and it was for our
toothbrushes."
That exercise, she explains, made

radius' tray system feels substantial in hand without appear-

radius realize that on-the-go cases is a category that was

ing overpackaged. Multiple thumb grips and perforations are

much like oral care in the 1980s-all about utility and not

designed to help customers open the trap blister easily after

about delighting the end user. "Travel cases fit in, if you look

purchase, but requires enough movement to alert retailers of

at us as a company that delivers products that are better

potential theft. Smart folding of the paperboard backer en-

by design," she says. "Our business philosophy is to take

ables messages on all four sides of the package, which offers

products that are ordinary, some might say boring and barely

multiple merchandising options, although it is clear from the

functioning, and we make them beautiful, enjoyable and

overall design that the preferred staging is front forward.

evolved.

Transparent blister has proven to be a great solution for the

"While we might be known for our toothbrushes that should

company's toothbrushes, but Foley is quick to note that

never stop us from expanding and evolving other products

different materials and packaging types work better for dif-

in other subcategories or completely different categories, in-

ferent types of products. "The travel cases were originally in

clusive of travel cases," Foley adds. "There's so much coming.

a clear plastic box, which I really hated," she remarks. Unlike

That's the future of radius. It just doesn't stop." 

ja n/ feb 2017

|

Brand Experience



Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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