Last Friday, I went to my local grocery store and as I was walking down the aisle, I saw this body wash, made by a company called Nubian. For a split millisecond I thought it was a body wash by another well known brand. (Ahem, Kiehl's)
It's one thing to be "inspired" and another to flagrantly copy another company's packaging.
To add insult to injury, they are both in the same industry, and originating in the same city!
A little perspective:
Kiehl's started out as a small homeopathic pharmacy in 1851 in the East Village in NYC. Today its products are found in the finest department stores and select boutiques worldwide. Their packaging is distinct and have become a benchmark in their industry. Bought by the L'Oreal group in 2000, for over $100 million, it is definitely a company worth emulating.
Nubian, according to their website, was founded in 1991, as a street vendor in Harlem in NYC and claims to sell their product worldwide. Obviously, no distinct packaging to speak of.
A little comparison:
The Kiehl's bottle seen below reflects the branding and packaging Kiehl's has had for decades. Well before 1991.
Ring a bell?
In full disclosure Kiehl's has rebranded slightly, in recent years, but has still retained the same bottle and label, as seen below.
A little lesson:
To all entrepreneurs and product start ups - Original packaging is key! Just by emulating the packaging / branding of the company you aspire to become, does not fast track you to their success.
Be different and you will stand out for all the right reasons, not the wrong ones.
By essentially, "copying" a well known brand in your industry, you run the risk of diminishing and diluting your otherwise great, niche product. I am sure Nubian makes amazing products, but unfortunately show little vision in packaging them.
Kiehl's in this case has every right to say thanks, but no thanks.
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