Packaging Helps Marketers Meet Consumers' New Criteria For Value

Packaging innovations help manufacturers satisfy consumers' evolving perception of value, which has gone beyond how much the product costs to include the product's environmental impact, and the level of convenience and luxury it offers. Advances in packaging design, such as the packaging used by Kimberly-Clark's Kotex for its U by Kotex brand for young female consumers and Jean Paul Gaultier's glass bottle design for its fragrances for men and women, can help manufacturers communicate to consumers the values of innovation and sustainability.