How Men's Shampoo Shows the Importance of Product Packaging
Posted by junger - 10/04/06 at 11:10:09 amProduct packaging — how a product is presented, and whom it is presented to — is arguably just as important as the product itself. We ideas folks like to think that ideas can do all the legwork, but it's simply not realistic.
In today's saturated product markets, great ideas will emerge — but if they aren't packaged correctly, penetration will take much longer necessary.
Packaging doesn't mean the wrapper around the product (although that is part of the package); it means what elements are drawn out to what particular audience. It means how the product is presented to the audience you are trying to acquire, and changing that presentation for different audiences.
This past weekend, I was talking with a friend of mine who does marketing for a major cosmetics company. He told me that the company's line of products for men was just about to launch.
I jested with him that the products were essentially the same as the "women's" brands, just in a different wrapper. He said that this is essentially right. The reason why? Men will only buy shampoo that is packaged as "for men."
It's completely true.
When I buy shampoo, I will only purchase a "for men" brand. It's not that I think that men's brands are inherently more valuable to me than "women's" brands — but for some reason, I need that re-enforcement that this is the shampoo a man uses.
I'm obviously not the only one who shops like this, if major shampoo companies are catering to consumers like me.
It's all in the packaging. The companies want a male audience, so they package the shampoo as "for men." And it makes all the difference in the world.
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