Viktor & Rolf relies on black ribbons and seals to symbolize female determination.

The Final Touch

Brand marketers use various adornments to catch the consumer’s eye.

By Leah Genuario
Contributing Editor

Last month on the 14th, millions of people outwardly expressed their love by presenting their special someone with a gift. For those gifts that were tangible, the common denominator was packaging. Whether dressed in colorful paper, hidden in a decorated bag or adorned with a bow, the packaging communicated to its recipient that this was something special.
   
How does a beauty marketer turn everyday product packaging into gift packaging? Many choose to utilize packaging adornments such as ribbon, seals and charms to add that extra touch of pizzazz.
   
The benefit of adding packaging embellishments does not end with gift giving, however. “With a charm, a seal or a ribbon, you can add elegance, highlight your brand name, and your product can stand out over your competition,” says Michael Flynn, director of marketing for MNC Stribbons, located in Miami, FL.     
   
It can also act as a silent salesperson. “You put your product out there, the consumer walks by, and you have a few seconds to grab their attention. Impulse sales are very important at retail. If a package is decorated, the decoration might get their attention,” adds Barry Berger, national sales manager, Fashion Ribbon Co., in Long Island City, NY.

Gift Wrap Included

Beauty marketer Seda France, based in Austin, TX, creates candles and personal care lines inspired by classic French design. The company, which prides itself on its handcraftsmanship and attention to detail, set out to design packaging with the specific purpose of allowing for easy and elegant gift giving. Its solution was creative design of luxury boxes, enhanced by packaging accessories such as bows and tassels.
   

Lothantique Jardin de Roses bath salts feature matching tags and labels.

Its l’Occasion Valentine’s Day candles, for example, can be purchased as a full-size solitary candle or as a set of votives. Each version is housed in imprinted red boxes. The crowning touch is elaborate hand-tied bows that offer its recipient the feeling of opening a present. The bows also have a functional purpose of holding the lid in place. 
   
The white satin bows, aside from exuding luxury, also emphasize Seda France’s French design influence. Printed with the English words, “Happy Valentine’s Day” and the French message, “Bonne St. Valentin,” consumers are treated to a special message, no matter what their language of love.
   
Seda France packaging also utilizes tassels on many of its gift sets, accompanied by traditional toile-pattern packaging in various colors.

Gift Sets

Seda France is not the only marketer to associate ribbons and bows with gift giving. For this reason, many brand marketers will pull out a few extra embellishments to enhance their gift sets, especially around holidays.
   
“In the fragrance industry, companies almost always put ribbons and bows on gift sets. They’ll do it primarily for Mother’s Day and Christmas,” comments Berger.
   
Often brand marketers will forgo the use of adornments on primary packaging and reserve them only for gift sets. Upscale, organic marketer Erbaviva does not utilize bows for individual items, “as it can be a bit overpowering,” states operations coordinator Grace Prestidge.
   
Three of Erbaviva’s gift sets, however, utilize a large, signature orange bow. In keeping with its natural emphasis, each gift set holds two or three products combined in a see-through abaca bag. The bag is tied off with a bow, which completes the look and serves the functional purpose of closing the bag.
   
“We feel it makes the item a perfect gift. The products are pampering and luxurious and packaging really adds that special gift touch,” states Prestidge. 

Hang Tags

Suppliers agree that adornments should not be overpowering. “They should be used as an emphasis to the product’s image; it should complement—not overpower—the product,” says Tina Henry, ID and promo business unit manager for Stoffel Seals Corp, Nyack, NY.

Although the use of a large embellishment might not be advisable for an individual product, many marketers utilize hang tags on primary packages to emphasize their brand and add shelf impact without overwhelming the viewer.
   

Indigo Wild uses hang tags on its Zum Bum bidet product.

Designed and manufactured in Provence, France, the Lothantique brand uses hang tags to create a vintage feel and emphasize classic French design. Its Jardin de Roses Bath Salts, for example, utilizes a rose pattern on its hang tag that is carried through onto the label, exuding a feeling of elegance.
   
Hang tags are not always used to inject elegance. Marketer Indigo Wild, based in Kansas City, MO, has aimed for humor with its use of hang tags on its Zum Bum bidet line. The brand promotes a fresh-feeling backside, and as a not-so-subtle tribute to the body part, the company adds a hang tag of a bum to each bottle. Each tag features fun, irreverent jingles such as, “Stinky Rear Ends Here.”
   
No matter what the brand image, paper-based hang tags are a popular choice for individual products and gift sets alike. Lothantique creates a distinct look for its Lothantique Jardin de Florette Guest Soap Box, which houses three soaps, through the use of an innovative closure and hang tag. Utilizing rope and a natural-looking paper hang tag complete with a paper grommet speaks to a natural, earthy elegance.

Overall Brand Strategy

Packaging embellishments can play an important role in strengthening overall brand strategy. For one, it can help set the tone or mood by establishing a specific look.
   
“The benefit of using ribbons to enhance the packaging of a product is that it makes it possible to carry out a distinct look. A simple solid satin can add elegance and romance to a package, whereas a French grosgrain can add sophistication and class,” says Justin Lin, sales and marketing coordinator for Ribbon Connections, Inc. in San Leandro, CA.
   
Branding can be more obvious as well, as many adornments offer the perfect palette to show off a brand name. “Some companies are continuously re-printing ribbon with brand names. If a fragrance company puts a printed ribbon on the box, the name stands out,” comments Berger.
   
One brand that has done an excellent job incorporating its ribbon into the overall brand marketing plan is Viktor & Rolf. Viktor & Rolf’s Flowerbomb product line capitalizes on the contrast between black ribbon and pink packaging to emphasize the themes of feminine determination and fragility.
   

Mangiacotti Florals feature a girl charm.

The fine black ribbon and pink packaging are further enhanced with a black wax logo seal featuring the inscription “V&R” to indicate the brand’s seal of approval.
   
The striking packaging with its symbolism of determination and fragility are tied into the overall branding program. Viktor & Rolf print advertisements feature a replica of the ribbon used on the packaging.     
   
Another marketer has strengthened its brand message through the use of innovative pewter charms. Mangiacotti Florals is a high-end soap and home care marketer with a company motto of “light-hearted luxury.”
   
Packaging is very important to the company, with products housed in innovatively shaped glass bottles and adorned with bows supplied by Lawrence Schiff Ribbon. Approximately 90% of product packaging is further enhanced with the addition of the signature Mangiacotti Girl—a pewter charm featuring an illustration of a female’s face.
   
“The Mangiacotti Girl captures the essence of the company and is illustrated on the products as whimsical, carefree and having fun in everyday activities,” says Michele Mangiacotti, creative director and president for the brand.
   
Premium packaging is important to the brand because “it establishes our products as a beautiful personal care and luxury home-keeping gift,” adds Mangiacotti.

Cost Considerations

With marketers on a constant quest to save money on packaging, embellishments may seem like a costly proposition. But not all adornments come with a large price tag. And considering the tremendous marketplace competition, many marketers will opt for spending more on embellishments if they provide a larger return on investment.
   
No matter what the budget, there are options for every marketer. The choices for adornments are numerous. There are a variety of different ribbon-types on the market, with a range of textures and transparencies, as well as the option to print or leave plain. Ribbons are not the only way to add pizzazz to a package either—marketers can also choose from materials such as elastics, braided cords and paper-based ties to decorate packaging.
   
These embellishments can be paired with other products—such as tassels, wax seals or other tags—to create an entirely different look. Considering all of the variety, pricing runs the gamut from pennies per package to a large percentage of the overall packaging budget.
   
“Cost is very hard to determine since custom items are priced based on their unique specifications. What does tend to increase the cost are specifications that are not mechanized, such as adding ribbons to a wax seal, or requiring materials that are not standard. This also increases the lead-time for a project. But, again, the results are usually well worth it,” says Henry.
   
“For the budget conscious, simple elastic loops are an example of a low cost, yet effective packaging accessory. For the more upscale and luxurious packages, we have manufactured items that incorporate beads, charms and custom metal components that have ranged up to $2 or more apiece.  Depending on your packaging needs, we can work with you to make sure your product stands out at retail,” says Flynn.
   
“Ribbons are one of the lowest costing embellishments to add to a package. We carry a garment-quality poly satin that adds a beautiful touch to a package and it is at the lowest cost range of just a few cents a yard,” says Lin.
   
Aside from the type of ribbon or bow purchased, the amount of ribbon needed is also an important consideration when determining cost. Berger notes “the cost of a ribbon or bow is directly related to size. For every inch of ribbon, the price goes up.”

What’s New?

The choices for marketers continue to grow. Fashion Ribbon Co. has recently launched new colors for its ribbons, bringing standard colors available to around 100. The company can also custom match and dye colors according to a brand marketer’s preferences.
   
Ribbon Connections, Inc. recently launched reversible satin ribbon, which, as the name suggests, features a different color on each side.
   
“The current reversible ribbons on the market use basic colors that try to make the ribbon look playful. We went further and added to that by choosing deeper colors that make the ribbon look more luxurious and defined,” says Lin. 

Environmentally Friendly

And while the materials are not necessarily new, eco-friendly embellishments are receiving increased attention as of late.
   
Brand marketers are increasingly concerned about sourcing packaging that is environmentally friendly. This trend has had strong implications throughout the packaging industry, as marketers have rushed to find packaging that is eco-friendly. The “green” trend has even trickled down to the smallest of packaging details.
   
MNC Stribbons has been highlighting various eco-friendly materials available for use on packaging, including corn husks, jute, burlap, organic cottons and stone.
   
“We are seeing interest in eco-friendly materials. People are looking for sustainable packaging—they are looking for raffia, organic cottons, etc.,” says Flynn. “It is pricier than the other components, but we do have a lot of customers interested.”