Product Re-
design
Assignment

Table of
Contents
About the Product
 The Product and the
Current Packaging
 Purpose of the Packaging
 The Target Market
Components of the
packaging that attracts
Customers
Product Redesigning
Reasons behind redesigning
the product
The Purpose of the New
Packaging
The new product packaging
Effectiveness of the
New Product
Packaging
Will the target market be
affected?
Will the New Packaging
Impact the
Environment?

About the
Product
 The Product and the Current
packaging
 Purpose of the Packaging
 The target market

The Product and the
Current Packaging
 The product that has been chosen is the CeraVe
Moisturizing cream which is known for its barrier
healing properties and can aid in the prevention of skin
diseases that result from dry skin such as psoriasis and
eczema.
 It contains ingredients such as Hyaluronic acid, more
than three types of ceramides that help in the hydration
of the skin .
 The packaging of the product is tub-type and the tubs
are available in sizes 57g, 227g, 453g, 539g
(Moisturizing Cream | Moisturizers | CeraVe Canada,
n.d.).
CeraVe Cream (Moisturizing Cream | Moisturizers | CeraVe
Canada, n.d.)

Purpose of the
Packaging
 The Tub type packaging of the
product seems easier to use.
 Such a product also provides a
luxurious feel to the product
and enables complete
utilization of the product as
compared to tubes (Tan, 2019).
 This type of packaging is also
used for products whose
texture is thick.
CeraVe Cream (Moisturizing Cream | Moisturizers | CeraVe Canada, n.d.)

The Target Market
DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

The Target Market
DEMOGRAPHIC
 The product appeals to both males and
females falling under the age group 15 to
30 during which maximum number of
people suffer from skin issues and possess
sensitive skin (Thomas, 2022).
GEOGRAPHIC
 Though, CeraVe is now available at a
global level, however, initially the product
was mainly available in North America,
South America, Europe and Australia.
 People residing in these countries suffered
extreme sun burns due to less melanin in
their skin, which resulted in skin sensitivity.
Hence, the availability of the product was
particularly concentrated in these areas
(Thomas, 2022).

The Target Market
PSYCHOGRAPHIC
 The product is typically for people with damaged
skin-barrier and is marketed with the fact that it
contains hyaluronic acid, that is known for its
water holding capacity and increased hydration
levels of the skin. The product is contains
ceramides.
 This fact tends to attract the customers
particularly whose skin barrier is damaged due
to sun exposure or over usage of products.
 The product is also inclined towards people who
prefer pharmaceutical skincare products rather
than the specific cosmetics (Thomas, 2022).
BEHAVIORAL
 The product has been able to fetch loyal
customers for itself due to its property of being
fragrance free and non-comedogenic.
 Apart from this, the product also costs less
than most of the moisturizing cream, due to
which a large number of people tend to buy the
product.

The Components of the
packaging that attracts
Customers
The simplicity of the packaging is the most crucial aspect of
the packaging that attracts the customers. The product
primarily uses two colors, white and blue that signify the
soothing nature of the cream.
In addition to this, ‘Moisturizing Cream’ is also written in
French along with the type of skin for which the product is
recommended.
The product demonstrates that it has been developed with
dermatologist in capital letters which attracts the attention of
the target customers. This thing also gives them assurance
that the product is likely to work (Moisturizing Cream |
Moisturizers | CeraVe Canada, n.d.).
CeraVe Cream (Moisturizing Cream | Moisturizers | CeraVe Canada, n.d.)

Issues in the
Current
Packaging Design
The current packaging is tub-based,
and due to this, the user has to put
their fingers in the product in order to
scoop out the product which tends to
contaminate the product.
The people who are already suffering
from skin issues such as acne can
worsen their acne if the bacteria
proliferates within the product.
CeraVe Cream (Moisturizing Cream | Moisturizers | CeraVe Canada, n.d.)

Issues in the Current Packaging Design
 In addition to this, since the whole product will be open as many times as the
product is used, it will be contaminated by the germs present in the air, affecting
the presence of active ingredients that will become inactive and will be of no
use in the product.
 Other than this, tub-based packaging is not as travel friendly as compared to
other types of packaging. The product tends to shift towards one side, which
upon opening can cause leakage and hence, wastage of the product.

Product
Redesigning
 Reasons behind redesigning the
product
 The Purpose of the New Packaging

Reasons behind
Product
Redesigning
CeraVe Cream (Moisturizing Cream | Moisturizers | CeraVe Canada, n.d.)
 The main reason behind product
redesigning is the tub packaging which
tends to contaminate the product due to
which the potency of the active
ingredients in the product might be lost
(Carroll, 2022).

Reasons behind Product Redesigning
 Additionally, the jars are made of plastic that is non-recyclable, hence it has
become a major environmental hazard.
 The other types of packaging such as the tube packaging also tend to be travel
friendly and can help against the spillage of product and only the required
amount of product can be obtained through such a packaging (Carroll, 2022).

The Purpose of the
New Packaging
The new packaging of the CeraVe Moisturizing cream will
be in the tube form with tight flip cover. Through this, only
the required amount of the product can be squeezed out
and the rest of the product will remain uncontaminated.
The new packaging will not be made of plastic instead it
will be prepared with recyclable resins that can be
prepared with circular polyethylene as well as
polypropylene. This technology will ensure that the product
can be easily recycled instead of the plastics that are
required to be incinerated for disposal (Recyclable Tube
Packaging Breakthrough, 2022)

The New Product Packaging
 The new product packaging is in the form of a
tube with a flip cover.
 The size of the tube will be dependent upon
the amount of the product contained such as
tubes of sizes 100g, 200g, 250g etc.
 The packaging will be composed of special
resins that can be recycled and can be brought
back into the actual form of plastic. At this
stage, they can be recycled again (Recyclable
Tube Packaging Breakthrough, 2022).

Effectiveness of
the New Product
Packaging
 The new product packaging will firstly,
affect the efficacy of the product. Since
the new packaging will prevent the
contamination of the product and
retain the potency of the ingredients, it
will help to increase the effectiveness
of the product on the skin.
 Due to this, it will appeal to people
who are more hygiene-conscious and
are considerate about the products
they put on their skin especially if the
product is available in jars.

Will the target market
be affected?
 The target market will be affected by the new
product packaging. These days, people have
increasingly become conscious of the
environment. The specialized formulation of the
product packaging will also appeal to people who
are concerned about the environment.
 Skincare enthusiasts who are vary about the
hygiene of the products they apply will also be
attracted towards the new packaging.

Will the New Packaging Impact the
Environment?
 Definitely, the new packaging will be more sustainable and impact the environment.
Previously, the product was sold in jars that were made of non-recyclable plastic and had to be
incinerated for disposal. They just added to the already existing hazards for the environment
(Recyclable Tube Packaging Breakthrough, 2022).
 However, the new packaging will affect the environment in a positive way be reducing the load
on the environment and contributing towards less wastage, since it is composed of recyclable
material. This will ensure that the new product packaging does not pose an environmental
hazard.

References
 Carroll, C. (2022, April 21). Is CeraVe Cruelty Free, Vegan, and Sustainable? Treehugger. https://www.treehugger.com/cerave-cruelty-
free-vegan-5213848
 Moisturizing Cream | Moisturizers | CeraVe Canada. (n.d.). https://www.cerave.ca/en-ca/skincare/moisturizers/moisturizing-cream
 Pink Photocentric Skincare Quiz Instagram Story. (n.d.). Canva.com.
https://www.canva.com/design/DAFdfNTe10o/KLI7tLfzekbHiZuIvlJorw/edit
 Recyclable tube packaging breakthrough. (2022, June 1). Albea. https://www.albea-group.com/article/recyclable-tube-packaging-
breakthrough
 Tan, X. L. (2019, November 17). Skin Care Packaging : Jars, Tubes or Bottles? Do They Matter? - Dry Skin Advice. Dry Skin Advice.
https://dryskinadvice.com/skin-care-packaging-jars-tubes-or-pumps-do-they-matter/
 Thomas, S. R. (2022, October 21). Geographic Segmentation Explained With 5 Examples. Yieldify.
https://www.yieldify.com/blog/geographic-segmentation-real-world-examples/

Thank you