From February 2010, the US-based beauty products company is replacing its green and amber packaging with prestige-inspired purple and gold packaging with a floral motif across its entire product line.
“We wanted to shake up the natural space by creating beautiful, prestige- inspired packaging,” said Noah’s Naturals founder Noah Bremen, adding that while the packaging has the look and feel of a luxury product, it is available at an affordable price.
Targeting a wider audience
The company believes that the repackaging initiative will help its products appeal to a wider audience beyond traditional natural products consumers, allowing Noah’s Naturals to effectively compete with both natural and ‘mainstream’ brands.
Moving towards a more modern, mainstream look for the brand is not expected to affect is existing customer base, according to Bremen, as consumers are becoming more educated about natural beauty products.
“We believe that the average natural consumer has moved past the literal correlation of earthy colors with natural products and has become more educated about what makes a true natural product while also becoming more skeptical of products that rely on a “natural look” and marketing tactics to sell products,” he told CosmeticsDesign.com USA.
Focus on anti-aging
In addition to the packaging redesign, the brand now has a specific anti-aging focus. All products in the portfolio now fall under the Natural Age Repair umbrella, a positioning which will be displayed on the packaging.
Noah’s Naturals is also intending to focus on the beauty-from-within concept, dubbed by the company as ‘Beauty from the Inside Out’, by pairing many of its topical skincare products with supplements.
Bremen said that the company will be incorporating this approach to all topical products the company feels a beauty supplement would enhance, for example, its 3-step anti-aging skincare system.
“These products will be sold individually as well as in kits to encourage the ‘inside out’ systems that address a variety of skin care problems,” he explained, adding that this represents the company’s first – but not last – foray into the beauty from inside out category.