Yardley Balances Heritage With Modern Styling

Packaging for new products, as well as redesigns for existing lines, seeks to update brand identity with current fashion.

Maintaining brand identity while staying current takes dedication and attention to detail for Yardley London, a worldwide fragrance and personal care marketer, founded in London, England, in 1770.

The Apothary Collection is Yardley’s latest group of body washes, lotions, creams, scrubs and specialty bath products. The products are presented in “families,” based on elements that an alchemist might have chosen: Ethereal–light textures, airy fragrances, skin brightening and light diffusing ingredients; Molten–rich metallics, warm fragrances and warming technology; Natural–fruits, floral and herbal extracts chosen for natural benefits; and Marine–sea-derived extracts, cooling technology and ocean-inspired fragrances.

Apothary was developed in response to the current popularity of spa, prestige and specialty store products. The packaging was developed to evoke an apothecary look with clear plastic mason jars and flask-inspired bottles, which allow the tempting colors of the products to show through. The mason jar with the metal closure and rubber gasket was supplied by Continental Glass & Plastic in England.

Yardley has been working to repackage its Secret Cottage line of bath luxuries including soaps, body lotions and body washes. Early Morning Rose, a new fragrance, has joined flowering English Lavender, Natural Oatmeal & Al­mond, Sweet Summer Aloe & Cucumber among Secret Cottage products. The line also includes Nature’s Drops Glycerine Soap, Na­ture’s Slices Bar Soap and Baby Gentle Bar Soap.

The company has also been involved in efforts to refresh its brand of bath and body wash products with innovative, attractive packaging. The previous white, opaque package was replaced with a clear bottle, see-through label and customized, translucent closure, color-matched to each product in the line. The new packaging has enhanced shelf presence, according to Yardley.

Yardley chose Zeller Plastik, the plastic closures division of Crown Cork & Seal Company Inc., to design the closure that completed its re-branded package. The result of the partnership was a translucent, oval flip-top, push-on closure that offers an upscale image and custom-finished appearance.