New Product Launch
The North American RoC brand is currently undergoing a full restage as a follow-on to the European redesign. The initial step in this process is the introduction of the RoC Brilliance line of anti-aging products.
RoC Brilliance leverages a new formula technology which was developed by Johnson & Johnson for use across the RoC, Aveeno and Neutrogena brands. Each brand is currently marketing a version of this formula (Aveeno Ageless Vitality, Neutrogena Clinical), however the RoC brand is considered the 'presitge' within this group, and carries the highest price point.
The full Brilliance product line includes day moisturizer with SPF, night moisturizers, eye treatments and an anti-aging serum. These products are each sold in two-step kits, with the tubes/bottles displayed on a pedestal (as shown on the front of the secondary package).
The secondary package is a paper folding carton with a book-front which opens to reveal product photography and a marketing story.
The carton utilizes a propriatary offset cold foil technology, which allows the use of a foil to be intricately manipulated on press, in the same way that an ink could be. It allows you to utilize foil fills and accents without the need for a foil substrate.
On these packages, we accented the stylized product photography and the highlights of the lighting with foil, and pulled it back in the shadows, giving the package excellent dimensional qualities and greatly enhancing the shelf presence. The carton manufacturer is based in the United States.
Each kit includes one tube and one bottle (except for the serum, which is two tubes), both of which needed to be color matched to each other precisely, despite being manufactured separately (tubes were made in Korea, bottles in Switzerland).
