launched five years ago by antonette golikidis, the little innoscents brand of children’s body and skincare products is starting to pay off in a big way thanks to a canny combination of branding, marketing and packaging design.
with such a large range of skincare and beauty products fighting for space on retail shelves, golikidis recognised the importance of branding and packaging design at point of sale and made a significant investment at the point of start up, which she believes has played a primary role in marketing her company.
“within the first year of starting little innoscents skincare i went from ordering 100 plain white bottles to 10,000 brightly coloured premium bottles,” golikidis says.
“it was a significant investment of over $80,000 and looking back i would say it was the make or break point of our business. changing all five of our bottles and jars into brightly coloured vessels launched our brand.”
today, the little innoscents children’s skincare range is recognised by its block colours of fuchsia, yellow, fluorescent green and turquoise.
“it gave us instant recognition and differentiation at point of sale and is still one of the main things that makes us unique in a very fast growing category with over 20 australian brands and several major internationals.”
the creative inspiration for the packaging design reached golikidis in the form of her two children alex, now five and antonio, aged three.
“i tried to create little innoscents from the eye of a child, that’s why our skincare smells like lollies, has bold contrasting colours, decorated with smiley faces and love hearts,” she explains.
golikidis believes the key to maintaining relevance on the supermarket shelf is to continue to develop the way products are branded.
“i am always modifying,” she says. “last year i decided to follow the lead of skincare companies like clinique, who’ve done their market research. now we have added highlights to the front of our bottles to explain key benefits of the contents.”
little innoscents is currently stocked by over 800 retailers.
