Remedent Adopts New Packaging

Modern toothbrush manufacturers switch from traditional foam packaging to clean PETG tube packaging to meet the needs of users and increase sales.

Kenneth Hegemann, director of research at RemedentTM in the United States, has a very clear view: Since a double-headed product is better than a single-headed product, isn't the three heads better? Remedent, a manufacturer of three-headed toothbrushes and rubber brushes in Escondido, Calif., faces new challenges: showing potential consumers the differences and benefits of their products.

Brushes produced by RemedentTM have unique features: a large toothbrush and a tongue scraper, and a double-headed plastic brush on the other. This toothbrush is placed next to other ordinary toothbrushes, which of course will attract attention. However, without supplemental packaging, the toothbrush is easily overlooked by consumers as they browse the shelves. Mr. Hefemann explained that the company’s previous packaging, four-color printing with PVC blister on the background card, happened. This packaging has been sold on the market for three years.

The new packaging, which recently appeared on the counter for the first time, was more successful. It met all the standards redesigned by RemedentTM. The surface packing of the polystyrene material makes the brush heads on both ends of the brush visible on the counter, and the clear glycol-polystyrene terephthalate cylindrical surface fully shows the advantages of the entire product and the proper friction. Tulox Plastics supplies raw materials for packaging.

According to a survey by the high-level Remedent company, about 65% of toothbrush buyers came to the toothbrush display area and it was not clear which products they wanted to buy. “Impulse is a very important factor at this time,” Mr. Hefemann said. “So what we need is that kind of packaging that can attract customers.” This requires a compelling and vibrant color to attract consumers. The new packaging uses four bright yellow and purple logos to attract customers' attention.

Mr. Hefemann explained that in addition to eliminating the influence of the counter, Remedent also considered the following criteria when designing new packaging:

· Clearly see the product. “What's unique about our company's toothbrush products is that there are brushes on both ends of the handle,” said Mr. Hefemann. “We want to make sure that when customers first see the product, they know that it has brushes on both ends.” There is a problem with this: Most store shelves have a blind spot at the bottom. Remedent's brush packaging must lift the product up so that the second brush can be over the blind spot, allowing the customer to see the second brush.

As a result, wrapping the two PS materials increases the brush by 1 inch to ensure that the brush is above the bottom edge of the shelf. The colorful labels attract the attention of customers at both ends, enhancing the independent effect of each head.

Remedent requires that the product package be dual-purpose and suitable for travel. “In the past, there were many customers requesting travel clothes because our toothbrushes in the shops were not suitable for travel,” Mr. Hefemann said. “So it is very necessary to meet this demand.”

Therefore, Mr. Hefemann designed the PETG body, PS material for the bottom and top, which is very firm and can withstand repeated friction and travel. At the bottom of the packing material is a round hole that allows for ventilation and drainage during travel.

• Product packaging needs to be narrow enough to fit standard width shelves. Remedent requires that its product packaging be slightly longer than its competitors and that it be required to meet the space constraints of the display area.

The company also requires packaging to be a symbol of product quality assurance. Mr. Hefemann believes that this includes “allowing customers to have a distinctive feel for the package — to feel its good quality.” The newly packaged PETG tube is a good way to see the product as if it were a soft touch. It is very important to customers.

· Products on the shelf must have correct and stable directionality to ensure that the front of the package is always forward. The round packaging is easy to fix on the shelf and also contains a C-shaped projection to ensure that the brush is always forward in the tube.

There is no doubt that the company has put forward many new requirements for the packaging, but as Mr. Hefemann emphasized in the design of packaging, high visibility is the most important.

The successful measure Hefemann said, “The newly designed packaging costs are very small. We buy the bottom and top molds of the package and also buy bright pigments for the packaged hoses. There is no cost for hose processing. We provide adult toothbrushes and For children's toothbrushes, there are two different types of brushes for each type of toothbrush, but the label is the same. Children's toothbrush hoses are easily truncated, which is an easily squeezable material."

The retail price of this resin toothbrush is approximately 4.99 US dollars and is currently being tested in the northwestern United States and overseas markets. Although the new packaging costs 40% more than conventional blister packs, Mr. Hefemann believes that these packaging improvements will help attract customer attention on the shop counter. He said, "The customer's response is very strong, and the order is constantly repeated. Users like the product and become loyal users.