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After a downturn in the economy in 2010, the production department was cut. With a new consolidation initiative, a new "outsourced" but in-house department was developed to bring production back under the Revlon roof and build a partnership in saving costs.
The new initiative involved starting a production department, training a staff and then handing it off to the new leader when were chosen. I relocated from Chicago to New York to initiate the department and got the ball rolling. The first project for the new four-person-team was the packaging of all Revlon Hair Color products for the US and internationally. There were 7 distribution centers located around the world. Each center provided language specific packages with application directions and ingredients in three language on each box. Thus each box was tri-lingual. Each color had a different formulation along with language specific imagery and photography supporting the color along with slight tweaks to the application times per color. Each distribution center dispensed the 50 shades but some regions had different requirements regarding packaging for distribution in certain countries. Thus headlines and type needed slight adjustments to comply with various standards around the world for trilingual packaging.
It boiled down to this: 350 formulations, 21 languages — in 5 months. The need was immediate as printing, packaging and shipping the product for distribution was time sensitive to fall within packaging guidelines around the world requiring the new packaging to be done within 6 months that gave 1 month to print and ship.
We beat this goal and worked on other products simultaneously. Sign-offs, translations, copy edits and proofing were done virtually around the world. Changes and corrections were consolidated virtually and quickly accomplished. The packaging also went through a mild refresh. The original brown and gold packaging looked dull and uninspired next to the competition which was bright green. The new deep red coloring looked rich and alluring on shelf. Each package received an aqueous coating done in selective spots, two hits of varnish (matte and gloss) and embossing. The box is visually stunning on shelf with great brand presence. It received a +10% increase in sales in the market when it hit the shelves. It was cost-efficient to implement as well.
