Marie Redding, Associate Editor03.13.13
Calgon's new Sweet Crush collection. |
Heart Calgon is currently sold at select Walgreen's stores, but is expected to launch nationally at other mass market retailers this spring.
Colorful Deco
Each fragrance collection contains a body wash, which is in a round bottle with a dispensing cap. There is also a body mist and shimmer, in square bottles with pump sprays. The bottles are all decorated with colorful patterns printed on labels. Each fragrance collection also contains a body lotion, in a tube covered in a full deco.
The brand decided to use a tube for its lotion rather than stick to all bottles, because they’re more consumer-friendly than bottles. “Tubes are easier to squeeze and dispense than a standard bottle," says Sharon Shue Hidey, marketing director, Ilex Consumer Products Group, the company that manages Calgon. "Plus - the full wrap tube is also a great billboard for artwork and creative designs," she adds.
Four Personalities
The brand is made up of four different collections of products, which
Calgon's new Rock Steady collection. |
"The deco is all based on different patterns that are on-trend, and each represents different personalities," Hidey explains.
The fragrance called Sweet Crush is a combination of peony, grapefruit and other fresh fruits. The tubes in this collection are decorated with different shades of pink, and an argyle pattern that represents the “girl next door,” according to Hidey.
Rock Steady is a mélange of wild berries, passion fruit and amber. "This collection is purple with a zebra pattern, to represent a more daring, wild personality," says Hidey.
Fresh Start is a blend of crisp apple, jasmine petals, and fresh water lily. Its packaging is blue and white with a gingham pattern. "The colors convey the fragrance's freshness and crispness," Hidey explains.
Hot Date is a blend of vanilla, pear and exotic florals. "The packaging has a fishnet pattern, which conveys a more sultry and seductive persona," says Hidey.
The Decorating Process
Calgon's new Fresh Start collection. |
"There were a lot of trial runs with various rounds of color correction to make sure everything looked crisp, and consistent across all four of the packages in each fragrance collection," says Hidey. "It required a lot of trial and error - plus back and forth feedback - to ensure that the deco looked sharp and on target with our color benchmarks," she adds.
A New Generation of Consumers
Calgon is probably best known as the bath and body brand with the tag line that has become an iconic pop culture reference - "Take Me Away!" Now, the brand is set to become just as
Calgon's new Hot Date collection. |
Heart Calgon’s bright colors and fun bold patterns were specifically chosen to appeal to the 16 to 21 year-old demographic.
"The concept of playing up different sides of your personality with different fragrances was the central theme when creating the graphics," says Hidey. She adds, "The logo is bold and fun in a collegiate typeface, which is on-point with this girl in her life who is on her way, thinking about or already in college."
To further capture the attention of new, younger consumers, Heart Calgon has signed Modern Family's Sarah Hyland to be its spokesperson. Hyland is filming a series of online vignettes, which the millennial generation is sure to find on their mobile devices.
Hidey adds: "We hope to introduce Calgon to this new generation of women, who are at a critical juncture between teen life and adulthood. They're discovering who they are, and trying new beauty products as they flirt with style and ways to express themselves."