Online Exclusive: Custom Bottle Builds Brand Image
By customizing its nail polish packaging and point-of display, Duri Cosmetics allows the products to shine.
By Lisa Samalonis, Associate Editor

When Duri Cosmetics decided to revamp its nail polish packaging two goals reigned supreme.

The Duri name is engraved and raised on the glass bottle.

“The first goal is to create an instant visual association for the consumer as to what our product does and what benefits it provides, and of course the second is to provide an eye-pleasing end design that consumers want to pick up, touch and use,” says Duri Cosmetics owner, Faina Ritz. “Choosing a nail color is an emotional choice and we want to grab users in and make them want to try new shades and experiment.”

For the Duri redesign, the company created a distinctive bottle. “The Duri name engraved and raised on the glass bottle shows the size and commitment of the company to our product,” she says. “To have each bottle custom engraved with Duri in the glass is a very expensive undertaking and requires a commitment to high volume to ensure our costs stay competitive with the marketplace. The glass bottles are custom molded and require a minimum of five million bottles in a run to be profitable and economically feasible.”

The Treatment bottles are designed with a more industrial and technological look to drive the strength of the professional formulations yet remain attractive. The cap and brush play a key role in how the product works. “The cap is made especially to give fingers a solid grip. The brush is possibly most important because it is responsible for application of the nail polish or treatment. The quality of manicure depends highly on this, producing streak-free, even coverage over nail beds,” Ritz says, adding that a significant amount of time and money was invested to find the best brush for the polishes.

“With our Nail Treatment line our goal is to impart a sense of what each treatment product does and what

Duri’s gift set package can be customized with a choice of seven themed sets of three nail polishes.

benefits each item provides,” she explains. Products come individually packaged in a cardboard box with clear usage description. The overall look of the product is clean, with bold, clear typeface and graphics. “We are driving the message that these items have research and development behind them,” Ritz explains. “Each item invokes a feeling of what is inside the bottle and what benefit is derived from its use.”
As a pre-packed gift option, a gift set package can be mixed and matched and filled with seven themed sets of three nail polishes. “The die-cut package is clean, with strong graphics and a printed gift bow wrapping the box. We can custom create specific gift sets for wedding/bridal, holiday, etc. by choosing appropriate polish hues and names that drive the gift intention,” she says. For instance a bridal party gift might include selected polishes, such as Bridal Bells, Bachelorette Party and Champagne Bubbles; and a Valentine’s Day gift could have colors like Every Day Is a Valentine, Just One Kiss and Romeo and Juliet.

The company’s point-of-purchase display units are changed with each new seasonal collection. “They are developed to create an instantly identifiable brand image while emphasizing the specific theme, direction and name of each new collection represented. Often the units will incorporate die-cuts and three-dimensional graphics to drive the theme and drive users to pick up and play with the products,” she says.
In addition, strong photographic images are incorporated on each display. They are also positioned on the back of the units with individual product shelving tiered in front. The Duri brand name and logo are strategically positioned accordingly, Ritz adds.