• Tips on Highlighting Hair With Garnier Nutrisse 100% Color Vibrant

Colors
• The History of the Paris Opera
• Definition of Fructis
• How to Use Garnier Nutrisse Multi-Lights
• How to Use Fruit Garnier

Related Topics

• Garnier
• Opera Paris
• Visit Paris

more »

About Garnier
By Amy Cocke, eHow Contributor
Garnier is a worldwide company affiliated with 29 other brands owned by L'Oreal. As of
2009, Garnier has three product lines concentrating on helping consumers with personal
appearance. Garnier offers skincare, haircare, hair color and styling products, which are
distributed in 16 countries.

Company

1. The first Garnier product was made by Alfred Garnier in 1904, a hair tonic.
The full company name, Laboratories Garnier, originated in the 1920s as a
producer of haircare products made with organic ingredients. Garnier
continues that mission today, as all of its products are made with natural
ingredients. The L'Oreal Group has owned Garnier since 1965.

L'Oreal

2. L'Oreal, based in France and the United States, has been in operation
since 1909. It now owns five divisions including Garnier. L'Oreal has a focus
on research, especially studies in sustainable development, with research
centers on three continents.

Products
 3. Garnier currently has three product lines: Fructis, Nutrisse and Nutritionist.
Fructis, started in 1996, is the Garner line of haircare and styling products.
Nutrisse, Garnier's hair color line released in 2002, was originally called
Natea when it debuted in 1998. Natea wasn't as successful in the United
States as in Europe, hence the name change. Garnier started selling
Nutritionist, its skincare product line, in 2005.

Innovation

4. Besides introducing Alfred Garnier's hair tonic in 1904, when people still
used soap on their hair, Garnier has been the first to produce sun-care items
(in 1936) and the first to make a permanent home hair color (in 1960). Today
Garnier is the number-one brand in Europe using natural ingredients.

Research

5. Garnier exemplifies L'Oreal's emphasis on scientific study. Research for

Garnier goes through four stages at one of L'Oreal's sixteen research
centers. Then Garnier conducts clinical studies and consumer studies before
releasing the product, as well as surveys afterward.

Hair loss treatmentwww.DrBatras.com

Book an appointment now and get Rs.1000/- off annual treatment !

Try all new Pantenewww.pantene.co.in

See the Result for Yourself and Discover the Difference in 14 Days

Best Hair Loss SolutionDrBatras.co.in

Expertise of London - trained Trichologists @ Dr. Batra's Clinic!

hair care silicone oilwww.silok.com/p.asp

silicone oil for hair care Silokchemical hair care silicone oi

Ads by Google

References
• Garnier USA
• L'Oreal
• L'Oreal USA

Jean-Paul Agon,
Chief Executive Officer
Production
Forests represent an authentic natural capital for humanity today and for the future.

Watch larger video

Download transcript “ ”

Packaging
Packaging plays a major role in the sustainable growth of L’Oréal's brands, serving many
important needs in product distribution and storage, brand recognition and consumer use.
L’Oréal has made significant progress in reducing the environmental footprint of its
packaging in recent years.

The role of packaging

Packaging is a necessity. It is integral to the product and has many uses: protecting the
product from factory to consumer, preserving it from external conditions, enabling it to
be dispensed, informing the consumer about use and ingredients, and forming part of the
brand identity.

Garnier's recent work (opposite) reflects the importance we place on understanding

consumer behaviour and developing ways to promote recycling in the home, so meeting
societal responsibilities as well as environmental ones.

Sustainable packaging
Packaging innovation at L’Oréal is focused on eco-design, weight and volume
reductions, new materials and technologies, recycled content, and lifecycle evaluation.
Our approach is based on "Respect, Reduce, Replace":

• Respect – for nature and biodiversity

• Reduce – packaging weight and volume
 • Replace – renewable resources and materials.

Materials selection
L’Oréal designs its packaging to be proportionate with the product, maximising
performance and taking use and recycling into account. We limit the types of material we
use so that packaging can be recycled using existing facilities.

To develop more eco-friendly packaging, L’Oréal focuses on renewable sources that do

not compete with human or animal food sources and in this way L’Oréal integrates
sustainability principles into packaging design right at the start of the lifecycle.

L’Oréal does not rely on the notion of "biodegradability". This is not compatible when
applied to packaging, and packaging material commonly described as "biodegradable"
currently falls short of the required performance and quality standards.

Packaging is the container or wrapper that holds a product or group of products.

Types of commercial packaging include shipping cartons, containers for
industrial goods, and holders for consumer products. Besides protecting the
product from damage and protecting consumers from hazardous products,
packaging can function as a crucial marketing tool, helping companies attract
new customers and retain established ones. This second function became even
more important for companies in the 1990s as the reach and effectiveness of
advertising began to shrink. Simultaneously, packaging makers have had to
weigh the need for attractive, promotional packaging with consumer demands for
environmentally friendly packaging and less packaging altogether.

BACKGROUND
Before World War II, packaging was used primarily to surround and protect
products during storage, transportation, and distribution. Some packages were
designed with aesthetic appeal and even for ease-of-use by the end consumer, but
package design was typically left to technicians. Since the beginning of the
Industrial Revolution in the mid-1800s, the "build it and they will come" maxim
had prevailed. After World War II companies became more interested in
marketing and promotion as a means of enticing customers to purchase their
products. As a result, more manufacturers began to view packaging as a way to
lure buyers.

During the mid-1900s, several influences contributed to turn packaging into an

integral part of most companies' marketing mix. Consumers became better
educated, and wealth and expectations generally increased. Consequently,
consumers began to rely much more heavily on manufactured goods and
processed food items. New technologies related to production, distribution, and
preservatives led to a massive proliferation in the number and type of products
and brands available in industrialized nations. Thus, packaging became a vital
means of differentiating items and informing inundated consumers.

The importance of consumer packaging was elevated in the United States during
the late 1970s and 1980s. Rapid postwar economic expansion and market growth
waned during that period, forcing companies to focus increasingly on luring
consumers to their product or brand at the expense of the competition.
Package design became a marketing science. And, as a new corporate cost-
consciousness developed in response to increased competition, companies began
to alter packaging techniques as way to cut production, storage, and distribution
expenses. Furthermore, marketers began to view packaging as a tool to exploit
existing product lines by adding new items and to pump new life into maturing
products.

PACKAGE DESIGN
Consumer packaging serves to contain and communicate. A product's "packaging
mix" is the result of several requirements that determine how a package
accomplishes those two basic functions. Robert D. Hisrich identified eight major
package requirements that dictate the mix. A package must: protect the product,
be adaptable to production-line speeds, promote or sell the item, increase the
product's density, help the consumer use the product, provide reusable value to
the user, satisfy legal requirements, and keep packaging-related expenses low.
Two classes of package design criteria are: functional requirements and sales
requirements.

FUNCTIONAL REQUIREMENTS
Package design must meet five groups of functional criteria: in-home, in-store (or
warehouse), production, distribution and safety, and legal. In-home
requirements usually dictate that packaging be easy to use and store, remind
users when and what to repurchase, reinforce consumers' expectations of the
product, and tell them how to safely and effectively use the product. In addition,
increasing numbers of consumers expect packaging to be recyclable and
environmentally sensitive.

In-store criteria require that packaging attracts attention on the shelf, instill
confidence in the buyer, identify the product or brand and differentiate it from
the competition, communicate benefits and uses, and entice customers to actually
purchase the item. The product must also be easy for retailers to store and stock
on the shelves or the floor, and simple to process at a check-out counter or other
final point of distribution. For instance, packaging that is oddly shaped and takes
up a large amount of space may draw attention, but it may also be shunned by
mail-order sellers concerned about shipping costs or space-conscious store
retailers.

Production demands, the third group of functional criteria influencing packaging,

are primarily based on cost. A designer may create a fantastic package that would
perform excellently in the marketplace, but if the company can't find a way to
produce the package cost-effectively, the design is useless. Among the most
important considerations is production line speed. If a container is too long,
wide, or short, it could significantly slow the speed of the production machines.
Or, if the top or spout of a container is too small or is oddly shaped, the product
may not flow easily into the package.

Packaging considerations related to distribution and safety are important and

numerous. If an unacceptable portion of the goods are damaged during storage,
transportation, or distribution, the package has failed. Likewise, if the package
injures the user, future sales could be lost or the company could be liable for
damages. As a result, engineers are faced with numerous technical considerations
that have a residual impact on the final look and feel of the package. For instance,
packages must be able to withstand the pressure of several other crates stored on
top of them. They must also be able to resist moisture, adapt to temperature
changes, and withstand rough handling. From a cost standpoint, packages must
also be designed to suit standardized transportation requirements related to
weight, size, and durability.

In addition, packaging must be tamper-proof, which is to say tamper-evident,

since it is extremely difficult to make a package truly tamper-proof. Because of
the deaths in 1982 from tampered-with Tylenol containers, providing tamper-
evident packaging became another major concern of packagers. As a result of this
tragedy, the U.S. Food and Drug Administration requires the use of tamper-
evident packages for certain products, and companies adopted tamper-evident
packages to avoid being liable for tampering incidents. Tamper-evident
packaging comes in a variety of forms including seals, plastic bands, layers of
sealed packages, and innerseals. Similarly, harmful substances such as cleaning
agents and pharmaceuticals also must be childproof.

Furthermore, packages should ideally be designed to handle normal use by

consumers. For example, a vegetable-oil container must be able to fall from a
counter without breaking and to have very warm oil poured back into it without
melting. Examples of packages that may result in harm to consumers include:
those with sharp edges, such as some pull-top canisters; glass containers that
hold products made for use in the shower, which could cause serious injury if
dropped; and heavy item boxes that might break when the customer is carrying
them or cause strain or injury to the consumer when picked up or set down.

The fifth basic group of packaging requirements is laws and legislation. Various
federal laws have been passed to protect consumers from misrepresentation and
unsafe products. For instance, some laws require that containers for potentially
dangerous goods, such as gasoline or drugs, be stored in specially constructed
containers. Other laws forbid producers from misrepresenting the product
quality or quantity through misleading packaging. Perhaps the most influential
class of laws that affect packaging, however, is that related to labeling.

PRODUCT LABELING.

The label is the text printed on a product package or, in the case of items such as
clothing, attached to the product itself. Legally, labels are all written, printed, or
graphic material on the container of products that are involved in interstate
commerce or held for sale. The main body of legislation governing packaging and
labeling is the Fair Packaging and Labeling Act of 1966. It mandates that every
product package or label specify on its "principal display label" (the part of the
label most likely to be seen by consumers): (1) the product type, (2) the producer
or processor's name and location, (3) quantity (if applicable), and (4) number
and size of servings (if applicable). Furthermore, several restrictions apply to the
way that the label is displayed. For example, information required by the act
must be in boldface type. Also, if the company is not listed in the telephone book,
the manufacturer's or importer's street address must be displayed.

Other information required by the act relates to specific foods, toys, drugs,
cosmetics, furs, and textiles. For instance, under the act, labels for edible
products must provide sodium content if other nutritional information is shown.
They must also show ingredients, beginning with the one of highest quantity and
descending in order. Certain food items, such as beef, may also be required to
display qualitative "grade labels" or inspection labels. Likewise, "informative
labeling" may be required for products such as home appliances. Informative
label requirements mandate information about use, care, performance capability,
life expectancy, safety precautions, gas mileage, or other factors. Certain major
home appliances, for example, must provide the estimated cost of running each
make and model for one year at average utility rates.
Congress passed significant new labeling legislation in 1990, the Nutrition
Labeling and Education Act of 1990, that became effective in the mid-1990s. This
act is intended primarily to discourage misleading labeling related to health
benefits of food items. Specifically, many package labels subjectively claimed that
their contents were "low-fat," "high-fiber," or possessed some other health virtue
when the facts indicated otherwise. Basically, the new laws require most food
labels to specify values such as calorie and cholesterol content, fat and saturated
fat percentages, and sodium levels.

PACKAGING AND THE ENVIRONMENT.

According to a 1991 survey by the Roper Organization, consumers are willing to

pay 4.6 percent extra for environmentally friendly products. Moreover, estimates
indicate that about a third of all U.S. landfills were full by the mid-1990s and that
packaging accounts for a third of the country's solid waste. Consequently,
packagers have to juggle environmental concerns with functional and marketing
concerns. In response to consumer demands, companies adopted the use of
recycled materials as part of their packaging and offered products in packages
that are recyclable. Furthermore, companies reduced their packaging or
implemented more environmentally friendly kinds of packages. For example,
McDonald's replaced its polystyrene shells with paper packaging, which, while
not recyclable, has a far shorter life cycle than the foam containers or other
alternatives.

Besides accommodating consumer concerns, some forms of environmentally

sound packaging also benefit companies in other ways. By reducing their
packaging in the late 1980s and early 1990s, companies found that they saved
significant amounts of money. For example, by removing the cardboard
packaging from deodorant containers and by introducing concentrated and
refillable laundry detergent containers, companies have substantially reduced the
packaging costs of these products, according to Brandweek.

SALES REQUIREMENTS
In addition to functional requirements, product packaging must be designed in a
way that will appeal to buyers. The four principal merchandising requirement
areas are: apparent size, attention drawing power, impression of quality, and
brand-name readability.

Apparent size entails designing packaging to look as large as possible without

misrepresenting the actual contents. This objective can be achieved by ensuring
that the panels or dimensions of the package most likely to be viewed by the
consumer are the largest, and that the product or brand name is shown on the
most visible areas in large letters. In addition, the package can be made to look
larger by using solid colors and simple, bold designs free of borders, superfluous
art work, and unnecessary print. The pretense of largeness is particularly
important for packages containing commodity items, such as rice, driveway salt,
and canned fruit or vegetables.

Attention drawing power refers to the aesthetics and conspicuousness of the

package design. Depending on the product and the goals of the marketers, the
package may be made to appear attractive, exciting, pure, soft, sexy, scary,
intriguing, or to evoke some other emotion. In most cases, though, the product is
displayed on the front of the package in the form of a picture, art, or see-through
window. In addition, bright colors, glossy stock, obtrusive carton displays, and
other elements can garner positive attention if used prudently.

A quality impression is an important sales requirement for packaging because

items that are perceived to be of low quality are usually assumed to be a poor
value, regardless of price. Examples of packaging mistakes that convey low
quality or poor value include: faded lettering or colors, tacky designs or strange
typeface, outdated pictures and designs, and cheap construction.

Readability, the fourth basic sales requirement for successful package design,
means that the package must be extremely simple and easy to read. This is of
paramount importance for products such as breakfast cereal that are shelved next
to numerous competing brands and products. If the package attempts to convey
too many messages, it will likely fail to connect with the consumer. Because of the
mass of buying choices, buyers typically do not take time to absorb messages on
packaging, with the possible exception of high-priced specialty items. Among
other guidelines, letters or logos should be large and printed in the same type
style as that used in complementary print and television advertising. The
requirement of readability contributes to the difficulty in packaging completely
new products.

PACKAGING STRATEGY
Packagers and researchers of consumer perception, such as Mona Doyle, contend
that packaging began to play a greater role in selling products during the 1990s.
They argue that companies can no longer rely solely on advertising to
communicate information about packaged products to consumers. Instead,
packaging has taken on a greater share of this responsibility. With scarce shelf
space in stores, packagers must provide packaging that differentiates a company's
products from its competitors or packaging that simply catches the eye of the
consumer, especially for new products.

Indeed, just as ease-of-use and readability are elements of the strategic packaging
mix, packaging has become an even more important part of a company's strategic
marketing mix. Most packages for consumer products are designed for one of
three purposes: (1) to improve the packaging of an existing product, (2) to add a
new product to an existing product line, or (3) to contain an entirely new product.

Redesign of packaging for existing products may be prompted by several factors.

Many times, a company may simply want to breathe new life into a maturing
product by updating its image or adding a new gimmick to the package, such as
an easy-pour spout. Or, a company may redesign the package to respond to a
competitive threat, such as a new product that is more visible on the shelf. Other
strategic reasons for package redesign include:

• changes in the product

• reduction in packaging costs
 • product line restructuring
• alterations in market strategy, such as aiming the product at a different
age group
• trying to promote new uses for a product
• theft prevention
• accommodation of consumer needs, wants, or complaints
• legal or environmental requirements
• the advent of new materials or technologies

Even small packaging changes for established brands and products typically
require careful consideration, since millions of dollars are often at risk if a
company alienates or confuses customers. In 1988, for example, the Adolph
Coors Co. changed the words "Banquet Beer" on its beer container labels to
"Original Draft." Although the label change was generally successful, sales
dropped in southern California and west Texas, the two regions where Coors beer
had been sold since the 1940s. Many customers there were confused by the
change and assumed that Coors had altered the product. Coors changed the label
back to "Banquet Beer" in those two areas and sales recovered.

A second reason for package design is to extend a product or brand line. An

example of a product line extension is Anheuser-Busch Companies' Busch Light
beer, which is an extension of the Busch beer product line. Another example is
the Tide detergent brand line, which was extended to include Tide Free, a
detergent without dyes or perfumes. In the case of product extensions, the
packaging strategy is usually to closely mimic the established brand or product,
but to integrate the benefits of the new feature into the existing package in such a
way that customers will be able to easily differentiate it from other products in
the line. There are, however, significant risks inherent in packaging for
extensions because a new package may confuse customers or frustrate retailers.

The third impetus for package design is the need to generate housing for an
entirely new product. This is the most difficult type of packaging to create
because it often requires the designer to instill consumer confidence in an
unknown product or brand, and to inform the buyer about the product's uses and
benefits. Packaging for products and brands that are entirely new to the
marketplace require the most education, and are therefore the most challenging
to develop. In contrast, packaging for goods that are entering established product
categories require less education, they must, however, overcome established
competition. In general, packaging strategies for such products entail mimicking
the packaging of leading products, which helps to assure the buyer that the
product is "normal." For instance, packaging strategies of salad dressing, soda,
eggs, toothpaste, and milk are all similar.

An example of a new product launch that demonstrates the importance of

packaging in the marketing mix is Ore-Ida Foods, Inc.'s introduction of Deep
Fries in the early 1970s. Deep Fries were frozen, oil-coated french fries that were
cooked in the oven. Although they were comparatively expensive, Deep Fries
were more convenient to prepare and better tasting than other frozen fries. The
package was designed to convey to consumers that the product was premium and
it offered "Deep Fried flavor and crispness without deep frying."

The initial launch was successful and Deep Fries soon cultivated a small group of
loyal customers. Nevertheless, sales growth failed to meet projections. Consumer
research showed that the Deep Fries package succeeded in conveying a premium
image but had failed to inform customers of the benefits of Deep Fries. In fact,
many customers had purchased the product simply because of the quality of the
packaging. Other would-be customers never tried the product because they were
unable to justify its high price. Those that did buy the product realized its
benefits, were satisfied, and continued to buy.

Ore-Ida developed two new packages and eventually selected one that proved,
through market tests, to achieve the desired sales growth. Its new package
changed the quote "Deep Fried flavor and crispness without deep frying" to "The
Self Sizzlers, they make your oven work like a deep fryer." In addition, the Ore-
Ida name was replaced with Ore-Ida's parent company name, H.J. Heinz Co.,
which served to soften the expensive, premium image. The phrase "Heinz, Self
Sizzling Deep Fries" was also added to the package. The product eventually
captured a loyal groups of customers characterized as working women who
habitually purchased the best, most convenient products