Jaclear

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How to re-invent

 

BRAND IDENTITY

Acerola is exceptionally high in vitamin C, containing significantly more than oranges or lemons.

Acerola extract helps combat free radicals in the body and helps to boost Boosts Immune Function.

The antioxidants can contribute to healthier skin by fighting free radicals, supporting collagen production.

Previous bottle and box designs ----
Developing Jaclear’s packaging required collaboration among product designers, marketing teams, packaging experts, and brand strategists. The UX team was tasked with ensuring that the design and marketing efforts aligned seamlessly with the product’s usability and resonated effectively with its customers. The product design team had two crucial aspects to weigh in while determining the comprehensive packaging.  Given the cream’s reliance on natural ingredients and its rich, potent formulation, preserving the product from light, air, and contaminants was paramount. Additionally, the container’s design was aimed at ensuring user-friendly access while upholding its luxurious allure.

The Process

To find the right bottle for the new Action C serum we followed these steps.

Background 

With an increasing array of skincare products and brands available, consumers are faced with an overwhelming number of options. Often, they find themselves unsure about which products would suit their skin best and may lack awareness about the potential impact of ingredients on their skin

In 2018, skincare product sales in the US surged by 23%, whereas makeup sales saw a more moderate increase of 6%. This marked a significant shift as it was the first time in quite a while that the skincare industry outpaced the growth of the makeup industry.  Action C is a skin care serum formulated to be competitive in the market against the top 10 products in the industry.

We decided to start by studying the packaging, marketing and over all sales of each of the top 10 serums that were similar to our client’s product​

Competitive Research

 

After conducting a thorough analysis of where our client’s product fits within the industry, we carefully examined both the distribution and packaging aspects of the five that would have the most significant impact on the client’s brand.

Known for its potent combination of vitamin C, vitamin E, and ferulic acid, providing powerful antioxidant protection.

Contains 15% vitamin C along with other antioxidants to brighten and protect the skin.

Offers a blend of antioxidants, including vitamin C, ferulic acid, and pumpkin ferment extract.

An affordable option combining resveratrol and ferulic acid for antioxidant benefits.

Combines vitamins C and E with other antioxidants to protect against free radicals.

We conducted two studies. The first study involved administering a questionnaire to 300 participants, seeking their feedback on the packaging of the top competitive products through relevant questions. The second study comprised in-person interviews with 20 individuals, aiming to gain insights into their experiences with receiving shipped products

User Study

We discovered three distinct user types. The first type is individuals highly interested in reviewing and posting products on social media, including some of our key influencers. The second type may not have a strong inclination towards beauty products; their motivation to use Action C is rooted more in considerations of health and comfort. The third type comprises professionals who incorporate beauty products as a crucial element of their overall image.

The following is our persona for the first user type.

Ideation

We gave a few key prompts that included the design of the bottle, the cost and how the product protects the all natural ingredients of the product.

We resourced different bottle and packaging manufacturers to get a clearer understanding why the bottles and packaging was designed the way it was.

We divided into two teams: one utilized the SCAMPER method, while the other employed a series of Round Robin questions. Our goal was to address the issues with the previous bottle and identify the essential qualities required for the newer version.

After compiling responses from our users we found the best qualities in several different bottles.  After several reviews with different companies we settled on Cosmetic Packaging Now!

Design

After compiling responses from our users we found the best qualities in several different bottles.  After several reviews with different companies we settled on Cosmetic Packaging Now!

With the previous bottle, while it was great to protect the product with frosted glass.  the weight of the glass was 4 ounces to heavy and .78 centimeters to wide for the mail out packaging.  So we considered several bottles that met the weight and size requirement.

One of the other issues with the previous bottle was the fact the serum got clumped in the nozzle.  The parts listed to the left guaranteed smooth product flow for the viscosity of the serum.

We evaluated every crucial aspect of the bottle, including its functionality, weight, and cost. Ultimately, we successfully incorporated these essential features into an appealing and well-designed product.  We experimented with various combinations of these components with our target audience.

The client emphasized the need for not just an aesthetically pleasing bottle but also ensured the product’s protection during transit. Extended exposure to UV rays can diminish the durability and lifespan of natural products in general.  Therefore, our selection below stands as the optimal solution to that question.

A. This is the container we ultimately decided to go with due to its frosted tube to protect the highly biodegradable product.

B. This bottle provides the most protection but it is not quite as attractive as bottles A. and C.

C. The clear bottle does not provide any UV protection to the natural elements in Action C.

We were able to get the right specs from Cosmetic Packaging Now! for the flow of the serum to be consistent and to get the product at the right weight.

product featires

Implementation

 

Upon careful consideration of the optimal methods to display, ship, and safeguard the product, our modifications resulted in a highly positive response from its audience.  We resolved and changed some of the main issues.

*Bottle Design – an updated more attractive bottle to compete with our competition.

*Weight reduction – We created a product with less weight. In addition to lower mailing cost we got the unexpected of reducing storage space due to the overall weight of the containers all the product pieces were placed in.

*Product integrity – the new bottle designs decreased potential damage due to UV rays.  This was not an initial part of our redesign mandate but it came up in discussions as we were working on the new bottle design.

*Spillage Control – In our user surveys one of the pet peeves from customers was the inability to use all of the product in the container.  The actuator  redesign and using an airless pump increased the flow through of the thick product through the pump system.  Which resulted in more satisfactory use of the product.

Conclusion

We did A/B testing to track several hundred deliveries from the factory to the front door.  The user surveys conducted indicated that the new oblong shape of the bottle was perceived as modern and current, while the original design was considered dated. Although we take pride in the months of effort invested in enhancing the packaging of this product, we regrettably overlooked some opportunities with the bottle’s hot stamping, particularly in showcasing the logo and product information. There were more efficient methods of hot stamping available that could have not only displayed the product attractively but also provided better protection.