Package Design - April 2013 - 24

ATTENTION

GRABBER

By running the Mederma logo
in large type on many facings,
the new package ensures
anti-theft devices won’t
prevent consumers from
seeing the branding. The
open ﬂap allows consumers
to see the product inside,
while providing another
space for copy.

24

APRIL 2013

Mederma’s vivid
new package captures
shopper’s attention even
from the bottom shelf.
By Jeff Fleischer

W

hen it came to creating new
packaging for its Stretch Marks
Therapy product, Mederma needed
something that would really stand out on
store shelves — and not just for the standard reasons. Along with a low shelf location in many retail locations, Mederma
has a luxury product price tag of $40.
The price presents a package design
challenge because it compelled many
retailers to apply anti-theft devices to the
package or keep the product in Lucite
cases or covered by plastic spiders.
“We know that many retailers carry
us on the bottom shelf, and we just get
lost in the skincare aisle because there’s
a sea of different body lotions,” says
Emily Kloop, senior brand manager for
Mederma. “Most of the body-lotion
brands have multiple facings, and we
just have one. So we really needed to do
a better job of standing out.”
Merz USA, which owns the
Mederma brand, turned to Little Big
Brands to redesign both the packaging
and the tube. After an extensive package
development process—the project took
about a year to complete—Little Big
Brands created a package that overcame
Mederma’s $40 retail price by communicating to consumers that this was a
premium product worth the higher price
point and aided the brand to stand out
in some of the darkest shelves in the
retail aisle.
Package Design - April 2013

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