Marie Redding, Associate Editor04.04.13
The collection is packaged in colorful tubes, and a spray can. They’re decorated in beachy hues of gradient colors, including golden yellow/coral, purple/hot pink - and blues that will remind you of the Mediterranean.
The products are all priced below $20, and are already being sold exclusively at Ulta stores. The collection launches at other retailers nationwide in April 2013.
Collaborating with the Kardashians
The internal branding team at New Sunshine LLC worked directly with the Kardashian sisters to execute a unique, on-trend packaging design concept for the line, according to Allison Renick, senior brand manager for New Sunshine LLC.
"The sisters were very involved in every aspect of the line, and worked with our chemists and branding team," says Renick. "They wanted to stay true to their luxurious and fashion-forward style by incorporating gold, and using vibrant colors on the packaging," she adds.
The Kardashians gave a lot of input when it came to deciding on the product benefits to call out on the packaging, in an effort to help consumers make more informed buying decisions.
“Highlighting product features and benefits on the front of the packaging is another way we differentiated the line," explains Renick. "The sisters provided direction on the product benefits that they felt were important to sunless product users,” she adds.
The call-outs include: 'No After-Tan Odor,' 'Quick-Dry Formulas,' 'Streak-Free Color,' and
Sulfate/Paraben Free’.
The vibrant packages, which are decorated with labels, certainly stand out among competitors in the sun care category. The look helps to differentiate the brand from the typical sea of white, bronze, brown and yellow that are commonly used for tanning products.
Four of the products are packaged in squeeze tubes, while Instant Sunless Spray is a metal can, with a continuous spray aerosol dispenser. “The tubes are wrapped with pressure sensitive color labels," explains Renick. "The spray can is wrapped in a heat shrink sleeve," she adds.
The can's actuator was chosen because of its user-friendly features. "It's a no-drip actuator, designed to be continuously sprayed from multiple angles. It also securely locks in place for users to safely toss in their gym bag or purse for instant touch-ups on the go," explains Renick.
Renick explains the thought behind the color choices, saying, "The idea was to create a design using a ‘rejuvenating splash of color’ - to help create that feeling of warmth and freshness associated with being tan."
A subtle matte gold was chosen to compliment the vibrancy of the colors. It is used for the logo, striped bands and caps.
"We stayed on trend by using the gold tones that were appearing in recent fashion and accessory design," says Renick. "The tubes also have a subtle, mid-tone gold shimmer,” she adds.
The Color Coded System
Besides looking great when merchandised on store shelves, the colors serve a useful purpose that users will appreciate. Since the products were developed to work together, each color represents a different step in the process of using them.
Step 1 is Prep, which includes 2 bath and body products - an exfoliator, to be used in the shower; and a gel-based lotion to help even skin tone. These products are both in tubes decorated with golden coral, which fades to yellow.
Step 2 is Bronze, a sunless lotion, in a tube; and the Instant Sunless Spray, in a can. These sunless tanners are represented by purple, fading to hot pink.
Step 3 is Extend, which is a Tan Extender with Bronzers - a lotion used to maintain your sunless tan. This tube features a dark-to-light blue color scheme.
A Smooth Development Process
Overall, the team at New Sunshine is very excited about the launch, and was happy to partner with the famous sisters.
"This has been a very successful collaboration, due in part to the Kardashians' design direction," says Renick.
The product and package development processes both went smoothly, and Renick says no unique challenges arose.
But this isn't new to the team at New Sunshine, which also manufactures other well-known sun care brands that include Designer Skin and Australian Gold. New Sunshine will even be promoting some of its competing products together - in a marketing strategy that can benefit both brands.
"In May, our full line of Australian Gold SPF products will also be featured at Ulta stores - on the end-cap with the Kardashian Sun Kissed line," says Renick.
We can't wait to see what the Kardashians will bring to market next.
Further Reading: See - Here Comes the Sun - a feature article in our April/May 2013 issue; and the Online Exclusive, Suncare Packaging in the U.S. and China.