Packaging World

New enhanced label designed to fit the curved edges of Australian Gold’s Moisture Max 30 sun-care product package leads to a 5% increase in product sales.

Operating in a highly competitive industry that offers a multitude of different brands from which consumers may choose, Indianapolis-based sun-care products manufacturer Australian Gold is always looking for fresh, new ways to differentiate its product packaging at retail. But, as the sun-care market evolves, companies like Australian Gold have to balance shelf impact with compliance to a number of new label regulations, including the recent U.S. Food and Drug Administration regulations for over-the-counter sunscreen products.

For its Moisture Max 30 sun protection factor (SPF) lotion, with an average retail price of $8.99, Australian Gold launched a redesign in March 2012 to rebrand its existing prime pressure-sensitive label. To accommodate the enhanced graphics and greater regulatory information on the curved bottle, Australian Gold selected Avery Dennison’s Curve Appeal technology, coupled with Fasson Curvy™ p-s label film.
Expanded billboard

Before the redesign, Australian Gold was using a small, p-s label on its curved, 8-oz bottle. Measuring 4 x 2 in., the label featured the brand’s signature logo—a sunglass-wearing Koloa Bear riding a surfboard—anchored at the top of the label. Just under the logo, swaying palm trees printed with gold foil were tucked behind a large golden sunburst affirming the SPF value. In addition, the label included key FDA labeling requirements, such as “Broad Spectrum SPF” and “Water Resistant (80 Minutes).”
The redesign called for a larger label panel, more prominent graphics, and additional regulatory information. However, the existing bottle shape, which was contoured with a molded handgrip in the middle, challenged Australian Gold to find the right application for their needs. Looking to stay with the graphic impact popular with consumers, Australian Gold turned to the Curve Appeal system.

Curve Appeal technology, coupled with Fasson Curvy film, allows the label to be applied to complex curved container shapes beyond the edges of the typical flat plane. For Australian Gold, the new Fasson Curvy film label created approximately 40% more labeling area.

“Competition is fierce in the sun-care market,” says Brian Starrett, general manager for Australian Gold. “The ability for more label coverage allows us to increase messaging and graphics that will help win customers at the shelf. - See more at: