It's the Small Things that Count
For Effective Waxing Packaging

An inventive wooden spatula is the cornerstone element that makes this package's functionality achieve "Wow" status.

By Lynn Dornblaser

Sometimes it is the most prosaic of products that can benefit greatly from a change in package shape, functionality, or feature. That's certainly the case with this Veet depilatory from Reckitt Benckiser that is sold in Australia.

According to Mintel Research, hair removal at salons remains popular despite the fact that home waxing systems are increasing in use. Home waxing, however, is traditionally messy, inconvenient, smelly, and sometimes just downright painful, which is why shaving tends to be more popular at home than waxing. However, for many women, waxing offers the best, most convenient solution, especially for smaller areas such as underarms and bikini lines.

Simplifying the process

To help offset the negatives of home waxing, most companies that make home waxing kits have sought to make it simpler and more effective. Some of the liquid depilatories that have appeared on the market have used packaging to enhance convenience by introducing varieties that roll on the same way deodorants use a roller ball to apply the product. Others use a roller that looks a bit like a mini paint roller.

Hot wax products typically have lagged behind in any packaging or technology improvements. Some have used paper or cloth strips, while others function without them. However, they all share the same difficulty. The user must heat up the wax in the microwave, hope it is at the right temperature and texture, and find out if it is by applying to the skin. If it is too hot, the product can be less effective or even cause skin burns. If it is too cool, it applies too thickly and does not function well (sometimes even removing skin along with hair).

It's all in the application

Two very simple modifications to the applicator on this Veet product from Reckitt make this product more effective, safer, and easier to use with confidence. First, the shape of the applicator is very inventive. Most applicators are wooden spatulas, and this is no exception. This one, however, has several different curves. One side is best used for underarms, another for applying to the bikini line. This simple shape modification allows consumers greater control —and therefore greater success.

Second, the indicator strip on the spatula is temperature sensitive. Quite simple in use, the indicator will say "NO" if the wax is too hot to apply. The "NO" fades once the wax is at the right temperature for most effectiveness. This indicator strip works particularly well for this product, which is designed for a single hot waxing session.

The wax itself is in a plastic tub with a peel-off foil seal. Presumably, consumers will use the contents on many body parts (legs, underarms, etc.) and finish the tub. Other depilatory waxes on the market in some countries come in resealable plastic tubs, as they are designed for multiple heating and use.

Certainly, these package/product changes are not revolutionary, groundbreaking, or have much of an "aha" factor. However, the two simple changes offer consumers increased confidence that the product will work for them the first time, every time. And that makes for a package with a big "Wow" factor.

Lynn Dornblaser is the director of the Custom Solutions Group at Mintel International. She can be reached at 312-932-0400 or lynnd@mintel.com.