Imagine a customer standing in the frozen food aisle staring at broccoli and corn. Without loyalty or preference for any one item, she needs to choose. Brand perception will likely play a big role in her decision. Chances are good the packaging will, too.
How does one create luxury? Many beauty brands use packaging to convey prestige and add value to their products. A comparison of leaders in the category reveals similar strategies for materials, shapes, color, typography and imagery.
When it comes to fragrances, cosmetics and skin care, all consumers today expect luxury packaging, according to Marc Rosen. Today, there is “masstige,” he says, which is a blending of mass merchandising and the prestige levels of retailing.
From the original recipe created and served locally in the Hot Gossip Lake Tahoe coffee shop in 1995, Tahoe Trail Bar had developed a reputation as the go-to snack for all kinds of outdoor sports and adventure.