Superior Packaging - The Body Shop

Eben Pagan: "Your product is an obstacle standing between your customer and their desired end result."

I was at The Body Shop today to buy a birthday gift for my girl friend. And as Christmas is drawing closer the store has begun their holiday marketing.

And as I cruised the aisle I noticed that these guys have really understood this concept, that their product is an obstacle between their custommer and their desired end result (a finished Christmas present, wrapped and ready to give away).

They had like 3-5 really classy and well-design packages of products that you could buy for anywhere between $30-200 dollars.

See what I mean?

This is what I would call "Superior Packaging".

They just "get" that what their customers want is a FINISHED GIFT, rather than a single box of body butter. Even if you bought it yourself, it would probably still not turn out looking as awesome as these packages.

People don't buy products, they buy solutions to their problems. For example, shopping for Christmas gifts.

Hats off to The Body Shop!

Eric