Tuesday, August 30, 2005

Wooing Women with Packaging

In just one month three California vineyards have introduced new wine product lines specifically targeted to women. The product offerings are intriguing with names such as “White Lie” and "Mad Housewife" to the latest introduction "Working Girl White." These wine companies are responding to the message: A wine just for women. Interestingly, all three wines have different product approaches. From clever white lies on the corks, to retro chic on the bottle graphics each has its own unique appeal.

What's the driver behind this new product offering? Quite simply, it is the demographics. Women either make or influence 85% of the purchasing decision and companies are finally waking up to that fact. Unfortunately, just taking the man off the box and replacing it with a woman isn't the answer. Nor is it to use pink packaging or other feminine colors.

So what do women really want in their product packaging? What will entice them to pick your product off the shelf? What siren screams "buy me" as she walks down the isle? The answers are not what you might think. Women perceive products differently than their male counterparts. They have different expectations of products. Women say that they product manufactures don't understand their wants and needs either. In fact 59% of women feel misunderstood by food marketers. This market segment accounts for 60-70 of all product packaging.

So, how do you get this powerful consumer to connect with your packaging? First, see the product though the woman's eyes not the designer’s or brand manager’s. In my recent research, product attributes such as the shape and color were important to people in the packaging industry but not so important to the average consumer. The mostly highly rated characteristics that both groups agreed upon were convenience, ease of storage, and female friendly elements such as the size of package and handles for carrying.

Second, consider how and where the product will be purchased. External factors can influence the purchasing decision as to how and where a woman shops. Recent studies show that women on average no longer make a big “stocking up trip" to the store. In fact they make numerous short trips to get the essentials for the moment. Today's shoppers are under tremendous time constraints and are willing to pay a premium for the privilege of more free time.

Finally, it is imperative to get noticed. How can you grab their attention? Make packaging simple, easy to read, and use. Get rid of the gimmicks and the hype. More than 89% of survey respondents said they would not purchase a product because it was endorsed by a celebrity, and those that did were embarrassed to admit it. Cause marketing also scored low on the scale of importance in influencing a purchase as did their concern for the environment.

So listen to your female buyers the next time you designee a new product, bond with them on an intrinsic level not through gimmicks or the current "in" celebrity. Make your product easy to read, use and time sensitive. By adhering to these fundamentals you will have garnered her attention.

1 Comments:

Blogger healthyblogger said...

Essential oils, roots and herbs can be used in a variety of ways to promote healthy living and stress management training. They are used to create natural remedies for treating ailments common to both people and animals, to add flavor to food, to make perfumes and to create environmentally friendly cleaning products.

You do not have to own a garden to tap into the benefits of plants, roots and herbs. A few herb pots located by a sunny window are enough to get you started. Then, all you need are some essential oils and you are ready to go.

For therapeutic purposes, only the purest oils will do. It is possible to be fooled into thinking that you are purchasing a pure oil. Often, a lesser quality blend of several oils is used to mimic the properties of the pure oil. Blended oils are acceptable for fragrance purposes such as for perfuming a room, but pure oils are a "must" for medicinal purposes.

A reasonable guide to the purity of an essential oil is its price. Pure essential oils are generally more expensive. Common oils such as lavender and geranium are much cheaper than frankincense and carnation oil. It is advisable to become familiar with essential oil prices and then rely on this knowledge when purchasing oils from unfamiliar sources. Keep in-mind that you will generally get what you pay for. A price list from a reputable dealer is a valuable resource when purchasing essentials oils.

Usually, pure essential oils cannot be applied directly to the skin and must be mixed in a base oil to reduce their strength. Base oils such as almond oil or wheatgerm oil are commonly used for this purpose. Base oils are generally derived from seeds, nuts or vegetables and allow you to create essential oil remedies that can be massaged into the skin.

So, what do you need to get started with essential oils and natural remedies?

Without a doubt, Lavender is one of the most useful and desirable oils. Not only does it work wonders on cuts, bruises and burns, it also aids sleep and helps with relaxation.

The Tea Tree and Eucalyptus oils are useful for treating a variety of respiratory ailments. These are excellent for the treatment of colds and coughs. They can be massaged into the chest or burned in an oil burner to help clear the airways and prevent congestion. Tea Tree oil is a natural antiseptic and can be dabbed on cuts, bites and stings. It is often used to treat spots and pimples and when diluted with water, acts as a mouth gargle (keep in-mind it should never be swallowed).

Another basic antiseptic is Geranium oil. With its distinctive perfume and pain relieving properties, it is a necessary inclusion when starting out.

Peppermint oil should also be purchased as it treats digestive complaints and may be used in preparations for freshening breath.

For fragrant perfumes and establishing ambience in a room, buy some Patchouli and Ylang-ylang oils. Often combined in scented candles and air fresheners, a few drops of each in an oil burner creates a wonderfully perfumed home. Orange oil mixed with Cinnamon oil is a lovely winter alternative that evokes seasonal, holiday smells. Besides their perfume qualities, all four of these oils have other properties. Patchouli treats eczema and dandruff. Ylang-ylang is reputed to relieve stress, palpitations and high blood pressure. Orange is used in natural remedies for depression and nervous tension and Cinnamon is excellent for warts and viral infections.

The herbs, Thyme and Rosemary can be grown in pots and used when needed. To create essential oils from herbs, stew some large amounts in pure water, collect the steam and cool it. The oil will rise to the top of the drained water and can be collected with an eyedropper. Alternatively, a "flower still" can be purchased to make the job easier. Thyme and Rosemary are both antiseptics and can be used in skin care preparations. They are also delicious when used in cooking.

Lemon oil and fresh lemons will purify water and, when mixed with honey, are effective remedies for colds and flu. Lemon and white vinegar are highly efficient cleaning agents that can be used for domestic cleaning tasks without damaging the environment. Use white vinegar as a natural disinfectant or mix it with water to clean windows and wooden floors. It is also handy to keep a bottle of white vinegar in your car if you swim in the ocean. It will bring instant relief from jellyfish stings.

Citronella oil is perfect in summer to keep the insects at bay. Another natural repellent is Garlic. Fleas will not bite a dog that has been eating garlic, so a few garlic capsules in the dog food are a cheap solution to your pet's flea problem. A soft collar soaked in Citronella will also do the job.

Garlic also helps to promote a healthy immune system when the weather turns cold and viruses begin to circulate. In fact, most of the oils and herbs listed above are effective in helping to prevent many common winter illnesses.

Whether you are looking for remedies or nature friendly products to use around the house, the oils and herbs suggested above should help get you started. You will be ready to make some healthy changes in your way of life!

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