CONCEPT-TO-SUCCESS EXAMPLE

CONCEPT-TO-SUCCESS EXAMPLE

The bottle sizes of sunscreens grew to eight ounces or more. These larger packages made products difficult to carry and handle. The Sport segment is particularly affected by the larger size frame. A simple size reduction of the bottle solves the portability problem, but creates new complications – poor shelf appearance and a low profitability profile.

 

Concept

A solution package provided a normal shelf silhouette while allowing portability. A detachable, travel size bottle snaps onto an 8-ounce bottle allowing easy mobility and even refilling by the consumer. The design was adapted for shelf aesthetics, simpler blow-molding, better bottle-to-bottle compatibility, and more efficient manufacturing.

Original Drawing

Interim Art 

 Finished Products

J. Surrette sketch 

 Entry: Season One

 Season 3

Product Development

Sport targets sports enthusiasts that want their sunscreen to fit into small places like gym bags. A second SKU, a formula for children, compliments the original introduction by solving the portability problem for busy mothers burdened with too much to carry. The detachable bottle is an easy fit in mom's diaper bag. The later entry in the Kids segment addresses highly mobile, older children. The travel size is designed for their backpacks.

 

Market Success

The introductions of these "Convenience Packs" were extremely successful. These three items generated gross sales of $13.5 million in 2007.

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