Ciba Inc.
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4002
Switzerland
Tel.: +41 61 636 49 16
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The Essence of Tahiti … in a bottle
By Rebekka Edlund and Denis Keller
Colgate-Palmolive has chosen Ciba® XYMARA™ effect pigments for the packaging of a new aroma of Tahiti, a classic French shower gel brand.
Ever since a memorable 1980s TV advertisement featured a young woman showering in hot tropical rain, "Tahiti Douche" has been more than a shower gel brand in France. It’s become part of French popular culture; an expression for “tropical and sexy” used to describe anything from holiday pictures to music video clips.
Today, Tahiti is sold in more than ten different aromas, including Amande & Ambre. The almond-and-amber fragrance was launched earlier this year in a bronze colored bottle containing Ciba® XYMARA™ effect pigments.
XYMARA™ pigments offered the pearlescent shine that Colgate-Palmolive packaging experts were looking for. “The slightly square shower gel bottle is a classic shape that French consumers respond well to,” says Denis Keller, Ciba's cosmetics and toiletries packaging manager, “and the bronze-pearlescent shimmer perfectly accentuates the lines of the design.
“In today’s highly competitive business environment, for a cosmetic or personal care product to succeed, we need to create a unique image for our brands,” continues Keller, “a distinctive market position, and a look and appearance that will appeal to consumers.
“To do this, paying strict attention to packaging development is crucial. Indeed, while the main use for packaging is still the protection of the goods inside, the packaging itself is a key instrument for attracting and encouraging potential buyers to purchase the product at the point of sale.”
When the look and feel of the packaging fits perfectly with the brand message and the product offering is when you’ve captured lightning – or, in this case, Tahiti - in a bottle …
