Food-on-the-go is big business, but today’s hectic lifestyles present opportunities for non-food marketers too. There has been an increase in launches of single-use or mono-dose cosmetics and skin creams, for example, as well as pocket deodorant sprays and pouches of sun cream designed to last one day.
One of the latest launches targets the hair styling market. In France Schwarzkopf has extended its Taft hair styling range with Fix & Go, a blister card pack of six single doses of ultra strong hair gel.
Each 8ml application is presented in a clear plastic blister, backed with a plastic and foil layer that peels back from the corner. The backing is perforated so that a single dose can be easily separated and dropped into a handbag or pocket. The new long-lasting formula line is said to be ideal for use anywhere, anytime, to create a look quickly and easily.
It remains to be seen whether busy consumers will pay for the convenience - the pack of six applications (48ml in total) retails at around E2.50, a significant premium over the regular Power Gel product that sells for around E5 for a 300ml bottle.
The Taft brand has a reputation in hair styling package presentation - the Power Gel was only recently introduced in an upside-down plastic bottle with a dosage valve system. This was designed for frequent family use, allowing for a precise amount of gel to be delivered.
Taft Fix & Go