RPC showcases new packaging for Hugo Boss skin care range
Boss skin care range, which includes the specification of an
airless dispenser and aluminium trimmings that contribute towards
the line's high-end positioning.
RPC has contributed to the design, supply and over functionality of the packaging for three products in the new skin care range, including the Revitalising Moisture Cream, Instant Moisture Gel and Perfecting Skin Serum.
Boss Skin is a high performance skincare range designed to tap into the growing market for increasingly sophisticated skin care products aimed at males.
Boss Skin is an extension of P&G's existing line of fragrances, which includes Hugo, one of the leading global male fragrances. The skin care range was first launched firstly in the UK last September, followed by France, Germany and Scandinavia.
The European-wide launch of the range joins a cluster of other skin care ranges that are now muscling into a market that was, up until very recently, poorly served.
The mass market for men's skin care products really took off at the end of 2004, when L'Oreal launched its Men's Expert range. It is a complete range of skin care products that tackles specific skin conditions across a range of age group.
An important issue in this category is to get the packaging right. The product has to be eye-catching and bold, but at the same time it has to convey masculine qualities in order to optimise its market appeal.
L'Oreal opted for a bright orange and silver-blue packaging that positions its product on the market with a clearly identifiable image. The image has proved successful, too, helping to propel it to the top of its category in a short space of time.
The aims of product manufacturer Procter & Gamble were similar for the packaging of its Boss Skin range. But as opposed to colour, it has gone for alumunium trimming to give the product added shelf appeal.
To this end RPC has supplied a 50ml container, incorporating aluminium parts, for all three products within the range - a finish that differentiates the product range and gives it the high-end appeal that the Boss Skin brand has been built around.
The packaging solution also combines the RPC airless Magic Star dispenser with a bespoke design that aims to stress the premium nature of the brand.
"This is an area that is essential to the correct operation of an airless pump system, and when this precision is applied to the external components of the pack the overall finish is fantastic," said Paul Stabler, spokesperson for Procter & Gamble.
Detail on the packaging includes a transparent outer layer, which is attached to an aluminium band embossed with the Hugo Boss logo, and a silver inner layer visible underneath.
RPC says that it created a new dedicated assembly line for the production of the packaging, which comprises fourteen individual components and requires orientation of the inner, outer and metal parts during manufacture and filling.
"This pack is the Hero pack for the Boss Skin line up, and had to be both aesthetically and functionally exceptional to carry the image of the brand," added Stabler.
