Package Design Magazine Article

FROM THE EDITOR
Eyes on the Prize
Arbonne's FC5™ Line Captures Translucent Allure in Short Order

By Ron Romanik

With nearly one million independent sales "consultants," Arbonne markets its dozens of lines and hundreds of skin care, cosmetic, and nutritional products. Arbonne uses a variety of taglines to promote that its products are unparalleled in quality, purity, safety and beneficial results, such as "pure. safe. beneficial." Fresh off their National Training Celebration in Las Vegas in April, where 8,000 attendees crowded the MGM Grand in Las Vegas, the independent sales force is armed with the new FC5 lines of fruit- and vegetable-enhanced hydration products for the skin and hair.

The FC5 line from Arbonne features "Fresh Cell" technology that keeps real fruit and vegetable cell nutrients fresh until applied to the skin or hair. Arbonne listened closely to its independent sales consultants when developing the launch of 14 FC5 products and packages in a short 14-week time span.

The flagship Arbonne line is the anti-aging NutriMinC® RE9® line packaged in orange and gold. Gregory Chambers, v.p. of product quality and package development, explains that whereas the RE9 line helps reverse the signs of aging, the FC5 products help pause the signs of aging.

The brand and packaging were designed to be more fun and contemporary while catering to the expectations of the potential consumer. Though the packages never appear on shelves at retail, the Arbonne staff understands that its packaging still must perform at a high level in every aspect to meet the expectations of its independent sales consultants. "I believe this is much more difficult as far as scrutiny," says Chambers. "It's really magnified."
FC5 = five fresh cell fruits and vegetables

The proprietary science of FC5 captures the potent extracts of five fruits and vegetables—kiwi, strawberry, mango, pumpkin, and carrot—for their specific moisturizing, nourishing, or cleansing properties. Mark Patterson, director of creative services, decided early on to downplay the fruit aspect on the packaging, using only a small image of a single fruit (or vegetable) on the secondary package instead of overwhelming the FC5 brand. "It's a more serious line than that," Patterson explains.

The colors were chosen to express the fresh, cooling sensation to match the experience during use of the product. Patterson explains the colors of blue, teal, and acid green evoke water shades, ocean elements, and vibrant energy. Though the three colors are not necessarily seen together frequently, they are very harmonious while also separate. "It also helps tell that freshness story we're trying to tell," says Patterson.

Mark Dalea, packaging engineer, tested and sourced the packaging components for the launch. The design team went with glossy secondary boxes, but the bottles and tubes have a decidedly matte finish and tactile experience, along with graphics that reflect classic elements refreshed with a modern sensibility. "The packaging really supports the product and the innovative Fresh Cell technology," Dalea explains.

Patterson views the success of the new FC5 package designs as expanding Arbonne's range. "FC5 can appeal to a younger crowd but not turn off the older crowd," says Patterson.
Formulating a plan

With the short time line of the project, many aspects of the launch had to be conducted in parallel. Dalea says the challenge was to look high-end, but still hit a good price point. Patterson agrees, adding, "We had to take advantage of trends already in the marketplace. We weren't going to sacrifice design, and it was my job to make the packaging be as sophisticated and advanced as the science."

One aspect was to line up Arbonne's suppliers, manufacturers, and printers early and make sure they could, as Dalea says, "Get it in the right package for the right price." For instance, the designers traveled to the technical center of Arbonne supplier to nail down how the target blue color and translucence of the jar resin would be achieved.

Usually, it would have been a trial-and-error process over weeks. "Now, we get the team together and get on a plane and go," says Chambers. "We stay there until we get it done."

Similarly, Chambers says that they sought the help of on another component supplier for tooling, decorating, caps, and pump refinement to optimize packaging performance. "We rely heavily on our suppliers," Chambers happily admits, explaining how thoughtful planning easily saved weeks of time and effort in the production cycle. The goal was to make the package production aspect of the launch as foolproof as possible at the end.

"We had one shot to get it right," says Patterson.

Using white as one of the base colors on the FC5 products also made the packages easier to color match. Patterson was pleased with the way the packages alternate, in a fashion, between using white as a base or as an accent. "That way, it's easier to nail it on the first or second time," says Dalea.

A design element not seen here is the printed interior surface of the product boxes. A single pass of a single color was used to create a watery interior, as if the boxes were filled with liquid. Like the exterior of the boxes, the graphic has a wavy water line. The color has a gradation to a more saturated print at the bottom of the box interior. Chambers explains that the cost difference for this added pass was minimal compared to the bonus surprise element experienced by independent sales consultants and consumer end-users.
Marketing a concept

Most of the graphic design strategies are conceived and planned in-house at the Arbonne corporate headquarters in Irvine, CA, while some of the design execution is outsourced to design firms. They back up their design directions with focus groups that confirm that they are going down the right path

For the launch of the FC5 products, Arbonne embarked on a "Road Tour" that hit 25 cities in 10 weeks. They traveled with a 48-foot semi truck with cosmetic booths inside. Linda Melillo, product manager for the FC5 line, worked closely with the marketing team with the first and foremost priority of communicating "hydration" and "fruit and vegetable cell nutrients" that are both fresh and potent.

"This line is all about pausing the signs of aging," explains Melillo. "We wanted to communicate the freshness with the scent." She is pleased with the white radiance and colorful vibrancy of the packaging, and also pleased with the formulation of the all-natural scents. Arbonne tested the scents against major retail brands with hundreds of consumers at the Mall of Americas in Minneapolis, MN, and the response was overwhelmingly positive.

Melillo explains the scent for the hair and body FC5 products as fresh citrus with top notes of Valencia oranges, Satsuma limes, Chinese mandarin, and middle notes of blood oranges, white grapefruit and Italian bergamot. Bottom notes include crystallized ginger and mate tea leaves. The face products have a slightly different scent with added apple notes and reduced mandarin notes. The response from the independent sales consultants, who are predominantly female, has been enthusiastic.
Sustainability with functionality

Arbonne is also taking a proactive approach to more sustainable packaging. The company has long had eco-friendly practices such as no animal testing and vegan-certified products. The FC5 line uses recyclable plastic components, FSC-certified board, and vegetable-based inks.

"We tried hard to listen to the consumers and give them what they want," says Dalea. "We're thinking about the environmental impact as well as the consultants needs. That's a path that we're trying to focus on."

Patterson says that it is the little things that can make a big difference in how consumers respond to the functionality of a package. "We really tried to think about form and function here," he maintains. For instance, the team put shampoo and conditioner in different container shapes with steady bases, so that in the shower it is easier for users to use and tell them apart. Also, every FC5 product has some translucence, so the user knows when it is time to reorder.

The Arbonne design team also compiled a healthy amount of different research findings to determine the appropriate sizes of the packages, including surveying current salon package sizes. The key question became "What are potential customers expecting?" The packages are not any prescribed supply for a specific number of days or weeks, but rather an average of typical usage rates for 30 to 45 days.

The project team went with airless pumps on the pump packages for the benefit of evacuating all of the product. For a quality product, consumers expect that they will be able to access every drop. "The pump was the No. 1 performance issue we had to address," admits Chambers. Once the formula consistency was determined for each product, the supplier refined the pumps to perform optimally.

Ron Romanik
Editor-in-Chief
ron.romanik@stmediagroup.com

Arbonne in the news...

Check this out!

http://www.myfoxchicago.com/dpp/money/Network_marketing_sales_consultant

Cashing In with Network
Marketing

Updated: Monday, 08 Jun 2009, 7:24 PM CDT
Published : Monday, 08 Jun 2009, 7:24 PM CDT

When the economy took a hit, so did Warren Preis's auto repair shop on Chicago's North Side. "We're definitely down in volume not like what it was." So to make extra money, Preis started selling for Arbonne International.

It's a health and beauty products company that relies on a network of sales consultants who recruit other consultants. The more sales people Preis recruits, the bigger his earning potential.

"I've heard that it's pretty obnoxious, it could be a lot of money it could be 6 digits a year."

If you think this sounds like a pyramid scheme...you're not alone..but UIC marketing expert Charles King says its legit.

"That's a industry that is very powerful, very credible but most of our consumers don't understand anything about it." The business model is called network marketing...or multi-level marketing.

Companies like Amway, Mary Ky and Pampered Chef operate the same way. They allow you to be your own boss. You sell at your own pace and best of all, can never be fired. King believes safety net jobs like these will become an economic necessity.

"I argue that in the next decade were going to be working on a two income model not two family incomes, but two incomes per person."

But before you join a network marketing company do your homework.

Experts advise that you research the company and make sure belongs to the direct selling association. It imposes strict standards for these companies.

Direct sales (like Avon, Mary Kay) offer recession-proof jobs

check out this article....

http://www.usatoday.com/money/industries/retail/2009-05-13-direct-sales-jobs-recession-unemployment_N.htm

Some good advice from ENVP Deanna Osborne

We’ve dealt with the economy and discovered that not only are we one of the few companies in the US that is predicting growth in 2009 but that we are also able to meet the needs of thousands of families who have seen their incomes, 401K’s, retirement plans, investments etc decline or disappear. Now we are faced with a possible flu pandemic which appears to be gaining ground globally. My husband, Dr. Chris Osborn came home from the office today and reported to me that their office saw 2 probable cases of H1N1 flu(swine flu). That is what has prompted this email to you. I wanted to point out that Arbonne has some great products that really do make a difference when people are dealing with the flu. These are items that you may want to recommend to your clients or even have some on hand in case. The list is based on personal and clinical experience.

Flu Necessities:

1. Protein Powders….this may surprise you but we believe Arbonne’s protein shakes are a great “emergency preparedness product”. They are a perfect food source, have an expiration date of about 2 years out and are the most bang for your buck when you just can’t get out of the house. Protein is essential to support the immune system. This product also has Omega 3 essential fatty acids, CoQ10, alpha lipoic acid and more! All of which boost the immune system and fight infection.

2. Remedy Line…. especially the Get well Soon to boost immune system, the Herbal Vapor Soak and Vapor Rub. This is a respiratory flu and the Vapor Soak and Rub can help with respiratory symptoms like stuffy nose, chest congestion etc.

3. NRGGO3 Fizz Tabs. Many of you have heard the story of my husband who had the flu in Feb of 2008. He felt terrible and I recommended that he take the Fizz tabs. They had just been launched by Arbonne and I had the flu while on a ski trip. I used them and didn’t miss a single day of skiing. I fixed him a fizz tab drink, went to the grocery store and when I arrived back he met me at the door..as a different person. He said, “ In fifteen minutes I went from being on the floor, feeling like I had been hit by a truck to feeling normal”. He took a load of fizz tabs to work the next week as the flu continued to spread.

4. Detox Spa line….This is one of my favorite lines. While at NTC Peter shared with us some statistics on the Detox Line. One was that it increased the immune system. Through increasing circulation(the Stimulate part) you can help your body to heal more quickly and release endorphins that help you to feel better.

5. Detox Tea is great for sore throats and helps your body eliminate toxins from the kidney and liver. I give this to my kids when they have a high fever and are taking Motrin or Tylenol to bring the fever down. Motrin is metabolized by the kidney and Tylenol by the liver.

6. Hybrids…..No better overall defense. Complete nutrition in a packet. We’ve got all the bases covered with this product.

7. A new product that I must add to my list but that I not available until May 15^th is the Clear Advantage Dietary Supplement. I’m excited about the reformulation of this product. It now contains CoEnzyme Q10 and Reveratrol in addition to Vitamin C and E and some other ingredients. Resveratrol is something that plants can make to fight off infections that are bacterial, viral and fungal. Arbonne says in their literature that it boosts the immune system. Both Resveratrol and CoQ10 are great for the heart as well but that is not our focus here.

These are my favorites. I’m sure there are others that could be added. We don’t know what direction this thing will go but we are being told we will likely be dealing with it for awhile. The key to treatment for this flu is to get a prescription for Tamiflu within 48 hours of symptom onset. Most people start with a headache, fever and body aches. To get a prescription at this point you have to visit your doctor so they can culture you. If the flu continues to spread they will likely start calling the prescription in. If someone in your family is diagnosed with the flu, the close family contacts can take Tamiflu to prevent infection with the virus. You guys know I’m not big on drugs but in this case I would take it. We want everyone to be happy and healthy. If it comes down to the point that it is not in our best interest to visit the grocery store where there will be germs on cart handles and the kids say “Hey mom, what’s for dinner?!” The answer becomes, “Arbonne Protein Shake! Would you like Chocolate or Vanilla?!”

Love you guys!

Toxins Common in Baby Products

Report: Toxins Common in Baby Products

Salynn Boyles

WebMD Health News 2009. © 2009 WebMD Inc.

March 13, 2009 — You aren’t likely to see the chemicals formaldehyde and 1,4-dioxane listed on the labels of baby bath products, but that doesn’t mean they aren’t there, a consumer group is warning.

More than half of children’s bath soaps, shampoos, lotions, and other personal care products tested by the group Campaign for Safe Cosmetics (CSC) were found to contain 1,4-dioxane and formaldehyde, according to a report released today.

Both of the chemicals are considered probable carcinogens by the Environmental Protection Agency.

Because they are not intentionally added by manufacturers, there is no requirement that product labels list the chemicals when they are present.

There are also no federal restrictions on allowable levels of the chemicals in body care products, but several other countries do not allow the chemicals at any level.

The European Union has banned 1,4-dioxane from cosmetic products. And formaldehyde is not allowed in cosmetics sold in Japan and Sweden.

“Manufacturers could easily remove these toxic byproducts, but they are not required to do so under federal cosmetics safety standards,” Sonya Lunder, MPH, of CSC and the Environmental Working Group tells WebMD.

Lunder says there is no simple way for parents to tell if the baby bath products they are purchasing contain the chemical byproducts. In an earlier test, CSC found that many products labeled “natural” or “organic” contained 1,4-dioxane.

“The main thing parents can do is use fewer body care products on their children or look for those products with fewer ingredients,” she says. “Labels that say ‘gentle’ or ‘pure’ or even ‘organic’ don’t really tell you much.”

61% of Products Had Both Chemicals

The CSC had 48 baby and child personal care products tested for 1,4-dioxane, which occurs as a byproduct of a chemical process used to make petroleum-based cosmetic ingredients gentler to the skin.

The products were chosen because they contained ingredients most likely to produce the chemical.

Twenty-eight products were tested for 1,4-dioxane and formaldehyde, which occurs when preservatives commonly used in cosmetic products break down.

According to the report:

• Seventeen out of 28 products tested (61%) were found to contain both formaldehyde and 1,4-dioxane.
• Twenty-three out of 28 products (82%) contained formaldehyde, and 32 of 48 products (67%) contained 1,4-dioxane.
• Baby Magic “Soft Baby Scent” Lotion contained the highest levels of formaldehyde found in the testing. Two samples of the lotion contained 570 and 610 parts per million (ppm) of the chemical. The report noted that a formaldehyde level above 500 ppm would require a warning label in Europe.
• Several samples of “American Girl” shower products, sold by Bath & Body Works, contained the highest levels of 1,4-dioxane found in the test.
• Best-selling products found to contain both chemical contaminants included Johnson’s Baby Shampoo, Sesame Street Bubble Bath, Grins & Giggles Milk & Honey Baby Wash and Huggies Naturally Refreshing Cucumber & Green Tea Baby Wash.

Cleveland Clinic dermatologist Wilma Bergfeld, MD, leads the Cosmetic Ingredient Review, an industry funded, government-backed panel that assesses the safety of ingredients used in cosmetics.

She tells WebMD that if the CSC report is accurate, it suggests that manufacturers are not doing a good enough job of removing 1,4-dioxane from their products.

“Dioxane should not be in any baby care or children’s cosmetic, period, because it is possible to take it out,” she says. “Formaldehyde is a different story.”

She says the formaldehyde levels cited in the report were well within what has been shown to be safe.

The review panel recommends that formaldehyde levels in personal care products should not exceed 2,000 ppm. The highest level of formaldehyde found in any single product tested by the CSC was 610 ppm.

“We know from animal and human studies that this level is safe and can be used in all ages, with the exception of people with formaldehyde sensitivities,” she says.

Baby Care Companies Respond

The Baby Magic line of bath products has been sold since the testing was done, and a spokeswoman for Naterra International Inc., the company that now markets the products, tells WebMD that the tested lotion has been reformulated.

Melanie Dean-Valdez says the product formulations tested by the CSC are no longer being sold.

In a statement issued late Wednesday by Johnson & Johnson, the company charged that the report “inaccurately characterized the safety of our products” and “unnecessarily alarms parents.”

“The trace levels of certain compounds found by the Campaign for Safe Cosmetics can result from processes that make our products gentle for babies and safe from bacteria growth,” the statement notes. "The FDA and other government agencies around the world consider these trace levels safe, and all our products meet or exceed the regulatory requirements for every country where they are sold.”

Limited Brands, which owns Bath & Body Works, issued a statement Thursday noting that the company complies “with all applicable regulations and is committed to selling only the safest and highest-quality products.”

More Industry Response

In an interview with WebMD, a spokesman for the cosmetics industry group Personal Care Products Council (PCPC) was highly critical of the CSC report.

“I am very alarmed that they would make these accusations and not back it up with solid science,” says chemist John Bailey, PhD. “The report included no details about how this testing was done.”

Bailey noted that the levels of the two chemicals found in the CSC analysis are well below established safety limits.

In a written statement, the cosmetics industry group characterized the CSC report as “incomplete and alarmist.”

“Allegations that commonly used baby products are somehow contaminated with harmful levels of carcinogenic chemicals are patently false and a shameful and cynical attempt by an activist group to incite and prey upon parental worries and concerns in order to push a political, legislative, and legal agenda,” the statement notes.

The CSC report calls for stronger government regulation to prohibit toxic contaminants in baby and other personal care products. And it calls on the industry to reformulate their products to remove the contaminants.

Bailey tells WebMD that manufacturers do take reasonable steps to keep levels of the chemical byproducts “well below that which would be considered harmful,” but he adds that it is unrealistic to expect that they can be completely eliminated from all products.

SOURCES:

Campaign for Safe Cosmetics: “No More Toxic Tub: Getting Contaminants Out of Children’s Bath and Personal Care Products.”

Sonya Lunder, MPH, senior analyst, Environmental Working Group.

John Bailey, PhD, chief scientist, Personal Care Products Council.

Melanie Dean-Valdez, spokeswoman, Naterra International Inc.

Iris Grossman, spokeswoman, Johnson & Johnson.

Jennifer Ortiz Brown, spokeswoman, Limited Brands.

News release, Campaign for Safe Cosmetics.

Wilma F. Bergfeld, MD, senior dermatologist, Cleveland Clinic; chairwoman, Cosmetic Ingredient Review panel.

Dirty Jobs...

Here is a YouTube video that my upline forwarded to me.I thought it was very eye-opening as to what kind of things are put in most of the products here in the USA.

Pure, Safe and Beneficial

Arbonne International is a Swiss skincare and wellness company dedicated to promoting products that are Pure, Safe & Beneficial.

The Arbonne Difference Premium Skin Care Products
FORMULATED IN SWITZERLAND MADE IN THE USA


Arbonne premium skin care products are formulated in Switzerland at the Arbonne Institute of Research and Development (AIRD) and made in the U.S.A.

Their proprietary formulas are:
• Botanically-based: A proprietary blending of science and nature based on herbal and botanical principles.
• pH correct: Skin care pH of 5.5 insures maximum benefit.
• Hypoallergenic: Voluntary human testing meets Hypoallergenic substantiation claim criteria.
• Dermatologist tested: Voluntary human tests done under the watchful eye of an independent Dermatologist.
• Never tested on animals: Voluntary substantiation and safety testing is performed at independent laboratories on human panels.
• Formulated without animal products or by-products: Plants and herbs together with science and technology offer superior benefits.
• Formulated without mineral oil: Occlusive oil that can interfere with skin functions as well as advanced delivery systems.
• Formulated without dyes or chemical fragrances: Dyes and Fragrances are known irritants and can cause allergic reactions.*

*From time to time, Arbonne will incorporate fragrance in specialty bath and body skin care products. This inclusion will be clearly marked as fragrance on the ingredient list. Keep in mind, all products must pass voluntary Repeat Insult Patch Tests to insure safety to the consumer prior to introduction.


Scientifically Advanced Nutrition ProductsBased on similar principles that propelled the success of their skin care products, Arbonne expanded into total body care with Arbonne Bio-Nutria®. Developed for every stage of life, these nutrition, weight management, fitness, life enhancement and remedy products are convenient, safe and backed by the latest scientific research.

These Products Contain:
• The finest pharmaceutical grade ingredients
• Standardized botanicals and herbs
• Proprietary herbal blends that work synergistically with active components for optimal results

All of Arbonne’s dietary supplements are formulated:
• To meet U.S. Pharmacopeia (USP) disintegration time standards (30 minutes)
• Without colors, starch, yeast, caffeine, preservatives or salt
• To provide maximum absorption with highly bio-available ingredients

The Arbonne Product Guarantee
They are so confident that you will love their products. Clients may return products within 45 days from the date of purchase, for any reason.