NEW YORK — For St. Ives, a product’s container has become as important as its contents.
The company, which previously marketed products in large jars and bottles, is now focusing on tubes.
“When we first ventured into skin care in the mid-Eighties, we launched our products in 14-ounce jars,” said Stuart Fine, vice president of marketing. “But we’re finding that while our large-sized items are still selling well, tubes are becoming increasingly popular in this country.”
This June, the company will add four products in tubes to its Botanical Facial treatment line. They are Cucumber & Elastin Stress Gel for Eyes and Face, Medicated Apricot Scrub Natural Fiber Skin Cleanser, Peaches & Cream Moisturizing Beauty Lotion and Raspberry Pearl Night Recovery Cream.
Each will have a suggested retail of $2.69 for a 5-oz. tube.
Three existing items that had been available in both jar and tube form since the late Eighties will be redesigned with updated and bolder graphics to match the packaging on the new entries.
The revamped seven-item tube collection, called Botanical Facial Treatment, will be advertised together in a print campaign that will break in July. St. Ives is reportedly backing the brand with a budget of $3 million to $5 million. The firm had no comment on the estimate.
While company executives declined to comment on sales and advertising figures, industry sources estimated that the botanical tube line will have a retail volume of $10 million in the first year.