Editor’s note: Barbara Poder-Stiso was unable to be present at Beauty Packaging’s seminar at Luxe Pack New York on May 21. Following are her comments on the session topic: Creating Brand Loyalty: At a time when consumers’ tastes range from a passion for prestige to a commitment to green, what does it take for a brand to stay true to its goals—and keep customers coming back for more?

Creating Brand Loyalty

Brands can maintain market share and consumer loyalty by offering a variety of price points as well as through packaging and iconic displays.

By Barbara Poder-Stiso,
senior director package development, Del Labs/Coty, Inc. and a member of Beauty Packaging’s board of advisors.

The concept of “Going Green” has become a part of everyday life in the consumer world. It resonates in every medium, from retailers, suppliers and manufacturers alike. Contrarily, that consumer world desires glamour, prestige and the status associated with products that can be perceived as unfriendly environmentally.

And so, the dilemma.

Intelligent consumers weigh the importance of each, and their purchasing decision generally lands somewhere on middle ground. That decision, rationalized by their dedication to preserving Mother Earth and their need to treat themselves well, is the challenge that companies face in keeping consumers coming back for their product.

From my point of view, in our competitive cosmetics and personal care market, offering the customer a choice is the critical element.

Choice within a company’s brand portfolio is paramount. A variety of offerings should be made available within the product category itself. Options also need to be made in package presentations and delivery systems.And lastly, the consumer must be able to choose from a variety of retail price points.

A wide assortment of products allows the customer to select her product within the confines of the brand.

The assortment can come from different approaches:

Natural: While products made from natural ingredients will appeal to most consumers, many products cannot be successfully formulated to meet the “natural” requirement and still perform to consumer expectations. If the “natural” product does not perform, there will be no chance of a repeat purchase.

Problem solving: Most importantly, these products must deliver on the promise. The assortment should be very clear to the consumer. Too many similar products will send her off to the competition that may do a better job of communicating the benefits of their product line.

Color: No one can argue that a variety of in-trend fashion colors will delight the consumer and keep her coming back. Product marketers are adept at this.

Packaging Tips the Scale

Packaging is often the deciding factor for that important initial purchase. Never underestimate the power of a pleasing package. Its graphics, construction, shape and user-friendliness have an impact on the shopper.

To appeal to the eco-conscious consumer, the package can help keep her interest in your portfolio. Sustainable packaging is here to stay and it is wise for companies to offer products packaged in primary containers made of bioplastic materials and secondary packages made from recycled materials. Reducing the amount of material is quite advantageous as it increases profitability and is invisible to the consumer, if the principle display panel remains unaffected. As we all know, that is essential to maintain graphic integrity and eye appeal at retail. For the less-informed consumer, advertising via graphic panels and the like, needs to explain the environmental benefits and assure the consumer of the company’s dedication to the green movement. But, it is equally wise that care is taken to protect the integrity of the brand image in translation.

While iconic display and promotional materials are winners in the mass arena, companies need to be careful that the display material, which can get very elaborate, isn’t viewed as wasteful in the consumer’s eyes.

Finally, particularly in the current economy, price is a deciding factor for the consumer. If her spending
dollars are limited, she may opt to look for a more inexpensive product than her historical purchase. Offering her a product that delivers real benefits within the brand, but at a lower retail, will guarantee her loyalty and satisfaction.