Introduction
Alright, you all, I’m pumped about this topic because I have been running my own various startups over the years, I love it when I see a company or a startup get really creative about how they form strategic partnerships with other brands. They may be completely out of their league, to begin with.
So today I will show you how a startup called Pura Fragrances attracted the world’s top luxury retailers and collaborated with them—but not competing with them.
I’m going to show you guys how Pura did all this through their brand, their product, their packaging and presentation, and more importantly how you too can build meaningful collaborations and partnerships for your business.
The contextual information about Pura
So, I wanted to discuss with you what this product actually is. Pura allows you to customize your scent experience with premium designer-grade fragrances from the convenience of your smartphone. You can remotely turn it on or off with their app and each device holds two fragrances, of which it will only run one at a time. So from your phone, you can swap the scents, create a schedule, and all sorts of stuff.
The first step was delivering luxury fragrances
It’s important to note here that Pura has created a vehicle for these scents to be distributed in someone’s home. So this was their first step in creating these collaborations and these partnerships with these brands.
One of the most popular bestselling aromas anywhere is Capri Blue. So now if you want to have your home the signature aromas of Capri Blue with this technology, Pura is that technology vehicle.
Pura has a vehicle to distribute these scents with this new technology. But this is not enough to create a system that your competitors can use as one thing. I’m going to tell you that Pura has a zero percent shot at even pitching and approaching. For some time let alone partnering with these brands unless they have the right presentation, branding, and packaging.
It was cool for the expert teams of Process AG to see here the process and be a part of that initial start pitch presentation and packaging process.
Clever Pura changed their retail packaging for online sales
So real quick, I wanted to discuss with you guys about the first designed retailer box of Pura and then, what tweaks they made to the second version to optimize for price using the best materials.
Let’s take this really to more of a direct-to-consumer market strategy. So this box can open up with a tab where you can see the product lying inside with the brand colors. They have their brand literature and messaging on the box.
Merchandising with the packaging
You guys are the retailers and being one of the primary methods of distribution like brick and mortar retail, we designed this to house the product and to have its own pop display and brand messaging center.
So this is where merchandising and store marketing are all really done with the packaging. So, that was where they started to repurpose the packing and it definitely held its purpose.
Shifting away from this traditional brick-and-mortar retail
Before, Pura had a box that held both the device plus the two fragrances that came like a shipper-style retail box.
They redesigned this box as the company shifted from traditional brick-and-mortar retail to more online cells and shipping it directly to consumers.
Their logistics department at process worked with the three major shipping carriers FedEx UPS and USPS to make a box of optimal size. It was all white and still building a brand presentation taking the oils and placing them in the same box.
More online direct shipping was happening, this saved our client about four dollars for every product shipped by working on the sizes to appease these shipping carriers
Customized retailer boxes for sustainability
In the beginning, the exercise was to optimize the price, which they did by including the plastic. Then they worked with their eco-sustainable engineering department to slowly transition them. And take as much out of the plastics as possible because they wanted to take them to one hundred biodegradable. So, year after year you need to be constantly thinking about your packaging, and they brought a sustainable level by removing the plastic and the foam, to get that biodegradable level.
Redesigning to offer different levels of customization
The company redesigned its packaging to be more customizable for partner brands. This means the box can be changed to match the partner’s brand. There are different levels of customization. The easiest way is to change the fragrance bottle and paper box. But partners can also change the box sleeve color, add a logo, or even change the whole box design. This way, partnering with other brands is easier and more attractive.
Conclusion
This post talks about special retailer boxes for businesses to work together. Normal boxes can’t be changed for other companies, but this box can! You can pick a new color, or logo, or even change the whole box. This makes it easier to partner with other businesses.