THE SOFTER SIDE OF SHELF APPEAL

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1 WHITE PAPER THE SOFTER SIDE OF SHELF APPEAL Soft touch packaging materials can entice consumers to buy a product the first time and keep them coming back for more PolyOne GLS Thermoplastic Elastomers 833 Ridgeview Drive McHenry, IL USA

2 WHITE PAPER THREE MOMENTS OF TRUTH Research by P&G shows that consumers spend, on average, only three to seven seconds eyeing a product on store shelves before deciding whether to buy. This is sometimes referred to as the first moment of truth. If, in those few seconds, an aesthetically pleasing package can influence the consumer to pick up the product, P&G research also shows that the person is 80 percent more likely to place it in the shopping cart than return it to the shelf. The second moment of truth is all about experiencing and interacting with the product, and this is when packaging functionality comes into play. People tend to remember what they feel and experience much longer than what they read or hear. And functionality that engages consumers, allowing them to experience the product more fully, boosts overall product satisfaction. The third moment of truth occurs when the consumer experiences the product and package together and begins to form a decision about whether to buy the product again. More and more, brands are seeking a relationship with consumers. Tactile communication through packaging attributes such as soft touch can help build that relationship. Packaging with desirable tactile characteristics can actually drive brand loyalty. C ompetition among products lining store shelves is fierce. It s increasingly difficult to design packages that stand out among multiple brands that are all competing for the consumer s attention. Amid this wide array of choices, a distinctive visual presentation can pay off: according to a 2014 MeadWestvaco (MWV) Packaging Matters Study, a reported 64 percent of consumers have tried a new brand because the packaging caught their eye. But, prompting an initial purchase is only part of the story. Packaging can also play a key role in building brand loyalty, but it needs to deliver value beyond merely attractive aesthetics. Packaging functionality and tactile communication with the consumer are equally important because they can create a positive experience that leads to repeat purchases. Soft touch packaging using advanced thermoplastic elastomers (TPEs) is a powerful tool for differentiating a product through both aesthetics and functionality, and can be an important factor in maintaining long-term customer loyalty. 1 In a Shift, Marketers Beef Up Ad Spending Inside Stores, PolyOne GLS Thermoplastic Elastomers 833 Ridgeview Drive McHenry, IL USA 2

3 SOFT TOUCH, SOFT SELL Soft touch is a powerful yet subtle differentiator that can effectively alert the consumer to the uniqueness of the package and the product it contains. Soft touch packaging respects the fine line between catching the consumer s attention and overwhelming them. In new product introductions, product improvements or even revitalization of an existing brand, soft touch materials can add color, texture and also scent that allow the package to stand out on store shelves, signaling something new and special about the product. INDUSTRY POTENTIAL Cosmetics Personal Care Household products Soft touch properties also encourage consumers to pick up the item and experience the texture and feel of the package, which makes them far more likely to purchase the product. Most important, soft touch materials can be used to add functionality that enhances the consumer s experience, relationship with the brand and likelihood of buying the product again. BENEFITS FOR BOOMERS Marketers that address unmet needs of Baby Boomers the secondlargest consumer segment can create meaningful distinctions for their brands. Soft touch materials increase functionality that add value to the product and can be the tipping point in influencing consumers to spend a little extra. For example, Baby Boomers are the second-largest consumer segment after Millennials but have extraordinary spending power, controlling more than 75 percent of America s wealth. When it comes to packaging for Boomers, marketers that invest in addressing their unmet needs can create meaningful distinctions for their brands. When Bayer decided to redesign its packaging for Bayer aspirin and Aleve analgesic overthe-counter pain relievers, the company chose a cap overmolded with soft touch materials to make the bottles easier for arthritis sufferers to open. Imagine a person with arthritis trying to grip the cap of a medicine bottle to get to the pain reliever inside. Which brand do you think this person is more likely to buy next time? The one with the cap that is hard to remove, or the one with the soft touch that makes the cap easier to grip and open? 2 Packaging for Boomers, The Time is Now, PolyOne GLS Thermoplastic Elastomers 833 Ridgeview Drive McHenry, IL USA 3

4 For easier opening, Bayer and Aleve pain reliever bottle caps are overmolded with a soft-touch PolyOne GLS thermoplastic elastomer. These easy-open caps, which are endorsed by the Arthritis Foundation, are a product differentiator and are preferred by consumers. Variations of the cap featuring different colors have been used by Bayer to introduce brand extensions and make it easier for consumers to find the right product on store shelves. As an added benefit, due to better stacking of bottles with overmolded caps, Bayer was able to eliminate cartons altogether, resulting in less packaging waste and a reduced carbon footprint. BENEFITS OF SOFT TOUCH Anti-slip properties Produces soft, easy to open caps Offers silky, luxurious feel Sustainable for the environment Comes in a variety of colors, opacities and textures Convenient and easy to use In addition to caps, containers can be overmolded with soft touch materials to create various color effects, levels of opacity and different types of feel and texture. Tactile feel can range from silky to grippy, and texture can range from smooth to matte and knobby to sandy. Soft touch materials can be added to the base of containers to provide anti-slip properties for one-handed dispensing. They can be used as gasketing for injection-molded containers to aid in dispensing, cut down on dusting or control moisture gain or loss. These materials can also be used in packaging of everyday products to emphasize enhancements or value-added features. On the other hand, they can communicate to consumers that the product is upscale and will deliver added functionality, commanding a higher price. What s more, soft touch materials can be formulated with a luxurious feel such as silkiness often associated with prestigious brands. Especially in cosmetics and luxury goods, packaging that connects with consumers through multiple senses is a hot seller. Another way that soft touch materials communicate value to consumers is through sustainability. Today s consumer is more environmentally aware. Soft touch materials that are compatible with most municipal recycle streams address concerns about sustainable packaging. PolyOne GLS Thermoplastic Elastomers 833 Ridgeview Drive McHenry, IL USA 4

5 RE-IMAGINING PACKAGING WITH TPES Product applicators are a prime application area for soft touch TPEs. Consumers want cosmetic, personal care and household products that are convenient and easy to use. This demand has resulted in inclusion of the product applicator as a key piece of the packaging design, rather than just an accessory. Applicators are being created to complement the product s formulation and in some cases, enhance its effectiveness. Here are some creative concepts: Stain treatment applicator: Stain pens already exist on the market but they can be frustrating to use and may leave unwanted marks or product on the garment. The TPE bristles on this handheld stain treatment package allow the user to get the full benefit of the product. The amount dispensed can be controlled, and consumers have a tool to gently treat their garment. Mascara applicator: In the cosmetic segment, there is a need for applicators that help consumers apply makeup precisely, like pros. Social media has educated consumers on how to apply makeup and they are looking to re-create the same looks generated by makeup artists in their own homes. Mascara application is a messy and unhygienic process. Each time a mascara brush is used it is reinserted into the barrel and contaminates the unused product. The challenge was to develop a mascara applicator that would protect the user from contaminated makeup. A stain treatment package with gentle application bristles molded from a thermoplastic elastomer could optimize performance and control dispensing. To re-imagine how mascara is applied, a package design was created incorporating a barrel that twists to dispense fresh product with every application. Interchangeable TPE tips allow the consumer to achieve different effects. These removable tips can be cleaned before the next use. A re-imagined mascara applicator featuring interchangeable thermoplastic elastomer tips could provide different effects and permit cleaning between uses. PolyOne GLS Thermoplastic Elastomers 833 Ridgeview Drive McHenry, IL USA 5

6 A scalp treatment applicator made with thermoplastic elastomers could combine product dispensing with massage for better absorption. Scalp treatment: Consumers like to feel they are buying something new and fun, particularly when it comes to cosmetics and personal care products. Even when there s nothing new about a product s formulation, a redesign that makes it more fun to apply can be a game changer. A unique applicator can also increase the perceived value of the product. Innovative applicators can go beyond facilitating dispensing and application; they can even increase effectiveness by enabling the product to be more easily absorbed into the skin. For example, hair treatments and oils are sometimes awkward to apply. A proposed TPE applicator for a scalp treatment directly dispenses the product, and adds the benefit of soft touch bristles to gently massage the product into the scalp. CONCLUSION In the hyper-competitive arena of consumer products, a distinctive, functional package can grab attention in the store, help drive an initial purchase and deliver satisfaction at home. Soft touch thermoplastic elastomers are a versatile family of materials that can add important value to package design, from eye-catching aesthetics to sensory pleasure, and from improved ergonomics to helpful functionality. By re-imagining packaging with soft touch attributes that appeal to consumers senses and desire for functional benefits, manufacturers can help their brands stand out from the crowd. For additional information from PolyOne on GLS TPEs for packaging, please info@glstpes.com or call PolyOne GLS Thermoplastic Elastomers 833 Ridgeview Drive McHenry, IL USA 6