Spent the last two days (my first two in Pittsburgh since Spring Break) extra-ing on the set of the new Maggie Gyllenhaal/Holly Hunter/Ving Rhames movie Steel Town. Hours were long and hard.
Kind of like
What I’m more interested in writing about today is organic products and their packaging. Let’s make this quick:
I wouldn’t say this is ugly by any means. But it’s just so planty and green.
Greenness is very hip these days, almost to a fault. (I could actually rant for quite some time regarding the marketing of “green” products and policies.) So I can hardly blame the manufacturer of an organic shampoo for wanting to wear its organic-ness on its sleeve.
This thing really goes for that herby, old-world secret formula look. But it’s a shampoo. And with shampoo, and the manner in which it’s marketed in America, comes a lot of expectations and aesthetic associations. Were money not an issue, customers would go for top-of-the-line salon brands, the bottles of which look more like this:
You know. Like they belong in a salon, not a fucking apothecary.
So here’s an example of the bottle of an organic shampoo manufactured by a company that’s actually aware of the arena it’s dropping the product into:
That logo is industry appropriate. It prioritizes the fact that it’s a fancy-ass shampoo over the fact that it’s organic which it nevertheless includes. The leaves won’t let you forget that it’s all natural, but you’ll look at that package and think, “Here is shampoo! Oh, look, it’s organic.” The Avalon Organics one, on the other hand, makes you think “Here is organic shampoo! I guess I’ll forgo the highest quality for a chemical-free experience.”
Organic companies make some ugly-ass packaging. Know your audience, man.