Delicate Detergent Packaging Celebrates Feminine Mystique for Merchandizing
Amelia Roblin — March 29, 2012 — Marketing
References: elizabethhaywood & thedieline
There are countless ways to decorate a product, and each will succeed to seduce a different demographic. Where the minimalist look of cleanliness and purity sells well to middle-aged women, Delicate Detergent packaging uses a more playful visual technique to attract a younger consumer base.
Designer Elizabeth Haywood has conceived a line of bottles that look as though they might contain beauty products like makeup or shampoo. In fact, the contents are scented laundry soaps. Hers is a particularly intriguing approach because generally this domestic product is merchandized rather ambiguously so not to repel any buyer, while failing to really engage anyone. Delicate Detergent packaging features whimsical illustrations of women and mythical creatures, stylized to express the enchanting characteristics of females and intended to hone in on a much more targeted market of young adult and adolescent girls.
Designer Elizabeth Haywood has conceived a line of bottles that look as though they might contain beauty products like makeup or shampoo. In fact, the contents are scented laundry soaps. Hers is a particularly intriguing approach because generally this domestic product is merchandized rather ambiguously so not to repel any buyer, while failing to really engage anyone. Delicate Detergent packaging features whimsical illustrations of women and mythical creatures, stylized to express the enchanting characteristics of females and intended to hone in on a much more targeted market of young adult and adolescent girls.
Trend Themes
1. Playful Packaging - Opportunity to use whimsical and creative designs on product packaging to attract young adult and adolescent consumers.
2. Targeted Marketing - Opportunity to tailor product branding and packaging to appeal to specific demographics, such as young adult and adolescent girls.
3. Feminine Aesthetic - Opportunity to create branding and packaging that celebrates feminine characteristics and appeals to female consumers.
Industry Implications
1. Consumer Goods - Disruptive innovation opportunity for consumer goods companies to differentiate their products through creative and targeted packaging.
2. Beauty and Personal Care - Disruptive innovation opportunity for the beauty and personal care industry to explore unconventional packaging designs that appeal to younger consumers.
3. Laundry and Cleaning Products - Disruptive innovation opportunity for the laundry and cleaning products industry to reimagine product packaging to attract a wider range of consumers.
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