Note : Les descriptions sont présentées dans la langue officielle dans laquelle elles ont été soumises.
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CONSUMER PRODUCT PACKAGE
FIELD OF THE INVENTION
The present invention relates to a consumer product package and method for
merchandising consumer products in a retail store, particularly Food, Drug and
Mass
(FDM) markets.
BACKGROUND OF THE INVENTION
Traditionally, consumer products, particularly fine fragrance products are
packaged within an outer or secondary opaque package such as cardboard boxes.
In
department or specialty retail environments, opaque packages are sufficient
secondary
packages since the inner or primary package, e.g., a fragrance bottle, is
typically on
display and available -to- the consumer as asample or tester. In FDM markets,
however, --
displaying a primary package outside of its secondary package is not
particularly feasible.
If a primary package is displayed in such an environment, it is usually sealed
within a
thermoform or a similar theft-deterrent secondary package or similar means.
Such
packaging is generally effective in deterring a thieving consumer from opening
the
secondary package and tampering or pilfering the contained primary package.
These
types of packages, however, can be somewhat costly and inherently difficult to
open.
Additionally, the bulkiness of such packaging can be a disadvantage to
shelving.
To those skilled in the art, it is recognized that a secondary package must
also
withstand handling through the warehousing and distribution system. Thus, the
secondary package must be able to resist damage from drop impacts, withstand
contact
with adjacent packages during shipping, and avoid damage caused by vibrations
during
shipping. Additionally, the secondary package must be able to securely hold
the primary
package and protect it from potential damage during shipping and warehousing
conditions.
Thus, what is lacking and needed in the art is a consumer product package and
a
method for merchandising consumer products in a retail store, particularly
Food, Drug
and Mass (FDM) markets wherein, the package is visibly clear, effective in
deterring
theft, easy to open, easy to ship and convenient to retail.
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In light of the foregoing, the present invention provides a new consumer
product
package and method for merchandising consumer products in a retail store,
particularly
FDM markets.
SUMMARY OF THE INVENTION
The present invention relates to a consumer product package comprising: (a) an
upper enclosure, said upper enclosure comprising a top panel and at least one
side panel
extending away from said top panel and defining an interior portion
sufficiently large to
enclose a consumer product; said upper enclosure further comprising, i) an
upper
stabilizing extension extending from said top panel in said interior portion,
said
stabilizing extension being sufficiently long so as to contact said consumer
product;
wherein ii) a first portion of said side panel is visibly clear and a second
portion of said
side panel is substantially opaque; and (b) a lower base comprising a bottom
surface and a
lower stabilizing extensiori extending away from said bottom_ surface in said.
interior
portion, said lower stabilizing extension being sufficiently long so as to
contact said
consumer product; wherein said upper enclosure is in mating relationship to
said lower
base portion such that said consumer product is held by said contact of said
upper and
lower stabilizing extensions.
The present invention also relates to a method of merchandising a consumer
product in a retail store, comprising: displaying the consumer product package
of the
present invention and displaying the consumer product package of the present
invention
in a retail store.
BRIEF DESCRIPTION OF THE DRAWINGS
While the specification concludes with claims that particularly point out and
distinctly claim the invention, it is believed that the present invention will
be better
understood from the following description of non-limiting embodiments, taken
in
conjunction with the accompanying drawings in which:
FIG. 1 is a cross-sectional front perspective view of the consumer product
package of the present containing a consumer product;
FIG. 2 is an exploded cross-sectional front perspective view of the consumer
product package of the present invention containing a consumer product;
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FIG. 3 is a back perspective view of the upper enclosure of the present
invention;
FIG. 4 is an exploded front perspective view of the package of the present
invention;
FIG. 5 is an exploded perspective view of the package of the present
invention;
and
FIG. 6 is an exploded bottom perspective view of the package of the present
invention.
DETAILED DESCRIPTION OF THE INVENTION
As used herein, "comprising" means that other steps and/or elements can be
added. This term encompasses the terms "consisting of' and "consisting
essentially of'.
The phrase "consisting essentially of' means that the invention may include
additional
elements, but only if the additional elements do not materially alter the
basic- and- novel characteristics of the claimed invention or methods.
As used herein, "visibly clear" is defined as having the property of
transmitting
light without appreciable scattering so that bodies lying behind are
perceivable. One
acceptable test method for determining whether a product is clear is to
attempt to read a
series of words placed immediately behind and contacting one surface of the
package, the
words being printed in black color, 14 point Times New Roman font, printed on
a white
sheet of paper. The word and/or letters must be visible and/or readable from
the front of
the package by an individual using unaided 20/20 eyesight and positioned 12
inches in
front of the package in indoor lighting conditions, such as retail outlight
lighting
conditions.
The term "frosted" is defined herein as the practice of inducing a low level
of light
scattering into an otherwise "clear" material causing the material to become
matted in
appearance.
The term "tinted" is defined herein as the practice of adding a low level of
pigment of dye into a material for the purpose of imparting a color into the
material.
As used herein, "substantially opaque" refers to the ability to sufficiently
block
the transmission of light so that bodies lying behind are not easily
perceivable.
"Contact", as used herein, means direct or indirect contact.
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"Consumer product", as used herein, refers to any consumer product that can be
bought or sold by a consumer including but not limited to beauty care
products,
household care products, health care products, automobiles, supplies,
industrial products,
pet care products and the like.
"Beauty care product", as used herein, refers to any product bought or sold by
a
consumer as it relates to skin, hair, nails, aromatherapy, fragrances and the
like.
By "fragrances", it is meant fine fragrances typically sold in department and
specialty stores as well as fragrances that may be sold in FDMs.
CONSUMER PRODUCT PACKAGE
The present invention provides for a new consumer product package for
containing a consumer product. The consumer product is able to be viewed
through at
least one visibly clear surface of_ the consumer product package. Preferably,
the _
consumer product is positioned in the package in a front-facing orientation.
Through
various means described herein, the package also provides proper orientation
and security
means for the consumer product such that the package aids in merchandising the
consumer product in a retail environment. While the FIGURES provide details of
one
embodiment of the present invention, one of ordinary skill in the art
recognizes that the
present invention is not limited to consumer product packages wherein all but
one surface
is visibly clear or wherein the consumer product package is shaped or sized as
shown.
Below provides the details of each component of the consumer product package
of the
present invention.
Referring generally to FIG. 1, a cross-sectional front perspective view of the
consumer product package 100 of the present invention is shown containing an
example
of a consumer product 110 within the package 100. The package 100 includes an
upper
enclosure 120 and a lower base 200 that mates to form the consumer product
package 100
of the present invention. The package 100, as shown, can be visibly clear on
the top
panel 130 and side panels 140. One side panel 140, particularly the back
surface 150, is
shown as substantially opaque which functions to enhance the display
appearance for the
consumer product 110.
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Upper Enclosure
Referring generally to FIG. 2, an exploded cross-sectional front perspective
view
of the consumer product package 100 of the present invention containing a
consumer
product is shown. The upper enclosure 120 comprises a top panel 130 and at
least one
5 side panel 140 that extends away from the top panel 130 of the package 100.
As shown,
the package 100 may comprise four side panels 140 which, together with the top
surface
130 define an interior portion 160 of the upper enclosure 120. If four side
panels 140 are
used (as shown), the side panels 140 may be referred to as the front surface
142, the side
surfaces 144 and the back surface 150. It is realized that the upper enclosure
120 and the
lower base 200 could be circular, oval, symmetric or non-symmetric in shape.
It is
therefore understood that the front surface 142 could be interpreted as the
visible portion
of the consumer package 100 intended to face forward on the retail shelf, the
back surface
150 being directly_ opposite the front_surface 142, and the side surfaces 144
_ being_
perpendicular to the front surface 142. The interior portion 160 of the
package 100
should be sufficient in size to accommodate the consumer product 110 within
the package
100. As shown, the interior portion 160 may be sized sufficiently to create an
upper void
146 such that the side panels 140 do not contact the consumer product 110.
Extending
from the interior portion 160 of the top panel 130 of the package 100 is an
upper
stabilizing extension 170 which should be sufficient in length to contact the
consumer
product 110 held within the package 100. The upper stabilizing extension 170
can be of
any shape and can be molded into the top panel 130 (as shown) or may be
included within
the package 100 as a separate part (not shown). The upper stabilizing
extension 170
functions to aid in stabilizing and securing the consumer product 110 such
that vertical
and/or lateral movement of the consumer product 110 is minimized or negated.
The top panel 130 and side panels 140 of the present invention may be visibly
clear. As shown, the top panel 130, the front surface 142 and the side
surfaces 144 may
be visibly clear such that the consumer product 110 can be displayed and seen
from
within the package 100. As shown in FIG. 3, a back perspective view of the
upper
enclosure 120 of the present invention is shown. The back surface 150 may be
substantially opaque which functions to enhance the display appearance for the
consumer
product 110 (FIG. 2). The back surface 150 may also be initially visibly clear
after
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manufacturing yet the package 100 may include a label 110 (not shown) to give
the
appearance that the back surface 150 is substantially opaque. It has been
discovered that
if all the side panels 140 are visibly clear, the back surface 150 of the
package 100
becomes highly variable which may not provide the contrast needed for optimal
display
of the consumer product 100. By providing a substantially opaque back surface
150
along with a visibly clear front surface 142 (FIG. 2) and side surfaces 144,
the package
100 provides a consistent and optimal contrast with the consumer product 110
(FIG. 2).
Particularly if the consumer product 110 (FIG. 2) is colorless and contained
in a clear
primary package, the package 100 of the present invention is beneficial in
displaying and
merchandising such a product 110 (FIG. 2) making it more visible and easily
distinguishable from adjacent products. The back surface 150 may also include
aesthetic
traits such as being tinted, frosted, metallic, smooth solid, glittered and
the like.
Exhibiting a_ substantially opaque back surface 150 within_ the package 100
may_ be
particularly useful for displaying beauty care products which are typically
packaged in
opaque cartons or in packages where the product inside is obstructed from
view. This
may be particularly true as it relates to fragrances which are often sold in
cardboard boxes
that obstruct the view of the fragrance bottle.
Lower Base
Referring to FIG. 4, an exploded front perspective view of the package 100 of
the
present invention is shown. The lower base 200 comprises a bottom surface 210
and a
lower stabilizing extension 220 that extends away from the bottom surface 210.
The
lower stabilizing extension 220 may be of any shape and may be molded within
the
package 100 (as shown). The lower stabilizing extension 220 may also be
included
within the package 100 as a separate part 110 (not shown). The lower
stabilizing
extension 220 works with the upper stabilizing extension 170 to sandwich the
consumer
product 110 (FIG. 2) thereby minimizing or negating any vertical and/or
lateral
movement. When the lower stabilizing extension 220 is molded within the
package 100,
a lower void 230 may be created which aids in ensuring uniform resistance and
expansion
in the package 100. Assisting with the function of the lower void 230 is at
least one
extension channel 240 which aids in allowing the lower stabilizing extension
220 to
adjust vertically to accommodate for height variations while still keeping the
consumer
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product 110 (FIG. 2) secure. Even when in the same line of manufacturing,
consumer
products 110 (FIG. 2), particularly those made from a glass material, are
known to vary
slightly in size. Because of the foregoing elements, the lower base 200 of the
present
invention is advantageous over prior consumer product packages that may fail
to account
for such manufacturing discrepancies.
On the lower stabilizing extension 220, within the interior 165 of the package
100,
at least one orientation tab 250 may be used to aid in securing the consumer
product 110
and in keeping the consumer product 110 (FIG. 2) in a front-facing
orientation. The
orientation tab 250 may also aid in preventing the consumer product 110 (FIG.
2) from
sliding forward or sideways during distribution and handling. Referring back
to FIG. 2,
the orientation tabs 250 may also comprise a locking means, for example a
notch 260,
that provides added security by interaction with a receiving means, for
example ribs 270,
manufactured into the lower perimeter 115 of the consumer product_ 110. The
locking_
means 260 and the receiving means 270 can mate by any mating means known in
the art
such as a frictional press fit engagement, snap fit, latches, hooks, notches
and the like.
When at least one orientation tab 250 is present on the lower stabilizing
extension 220 of
the package 100, there should be discontinuous, non-surrounding contact
between the
orientation tab 250 and the lower perimeter 115 of the consumer product 110.
By
"discontinuous, non-surrounding", it is meant that the orientation tabs 250
should not
provide a security or stability means such that the tabs form an iindent or
footprint that
completely surrounds the entire lower perimeter 115 of the product 110. If
more than one
orientation tab 250 is used, the orientation tabs 250 should be spatially
aligned at points
perpendicular to the lateral axis of the lower stabilizing extension 220
and/or bottom
surface 210. Thus, the orientation tabs 250 may be positioned so as to exceed
no more
than about 90%, no more than about 75%, no more than about 60%, no more than
about
45%, no more than about 30%, no more than about 20%, no more than about 10% or
no
more than about 5% of the lower perimeter 115 of the product 110. Two or more
orientation tabs 250 may also vary in height, however, the height of any
orientation tab
250 should be such that it does not impede or obstruct the display of the
consumer
product 110. Thus, the height of an orientation tab 250 may be no more than
about 50%,
no more than about 20%, no more than about 15%, no more than about 10%, no
more
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than about 5% or no more than about 1% of the height (from top to bottom along
a
longitudinal axis) of the consumer product 110 when viewed from the front
surface 142
of the package 100. Contact of the orientation tabs 250 with the consumer
product 110
may occur at various points along the lower perimeter 115 of the consumer
product 110
as long as there is a relative spatial distance from one tab 250 to another
tab 250. It is
understood that the perimeter of a product can be defined and measured by a
variety of
means. Therefore, the "lower perimeter 115 of a consumer product" 110, as used
herein,
refers to the lower surrounding area of the consumer product 110 at a height
above the
base of the consumer product 110 wherein the height is equal to the highest
contact point
of the orientation tab 250 and the consumer product 110.
Referring generally to FIG. 5, an exploded perspective view of the package 100
of
the present invention is shown. The upper enclosure 120 and the lower base 200
can be
mated-by any -means known in the art, including by frictional press fit
engagement, snap
fit, latches, hooks, and the like. As shown, the lower base 200 and the upper
enclosure
120 can mate by way of at least one locking tab 260 and locking protrusion 270
wherein
the mating may occur on the exterior 167 (mating elements not shown) or
interior 165 of
the package 100. Not only does the locking tab 260 and locking protrusion 270
function
to secure the consumer product 110 (FIG. 2), its pilfer-proof design also
serves to deter
theft and/or destruction of the consumer product 110.
Referring generally to FIG. 6, an exploded bottom perspective view of the
package 100 is shown. At least one integral tab 300 (two shown) is included
within the
lower base 200 and is semi-destructive in order to deter a would-be thief in a
store. The
integral tab 300, however, is also intuitive in design so as to not cause
difficulties in
opening the package 100 after purchase. The package 100 may be opened by
disengagement of the lower base 200 from the upper enclosure 120. By applying
downward force to the tab flexor 270 of the present invention, the tab flexor
270 folds
into the package 100 creating more surface area to grab the integral tab 300.
The integral
tab 300 is then pulled away so as to tear away from the package 100. Such
action causes
a disconnect between the locking tab 260 and locking protrusion 270 because
the integral
tab tears away the area of the package 100 wherein the locking protrusions 270
are
located. After the disconnect, the upper enclosure 120 can be removed from the
lower
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base 200 and the consumer product 110 (FIG. 2) can be removed from the
interior 165
(FIG. 5) of the package 100. In addition to deterring theft, an advantage of
the integral
tab 300 is that no additional packaging materials such as a flexible plastic
film,
thermoformed plastic cover, or tamper-resistant stickers are required to deter
theft and/or
destruction of the consumer product 100 (FIG. 2). Thus, the pilfer-proof
feature is less
costly and less wasteful than the pilfer-proof features that have come before.
The material used for the upper enclosure 120 and the lower base 200 of the
package 100 includes rigid and semi-rigid materials. For example, rigid and
semi-rigid
materials of the present invention may include, but are not limited to,
thermoplastic
materials such as polypropylene (PP), polyethylene (PE), polystyrene (PS),
polyethylene-
terepthalate (PET), Styrene-Acrylonitrile Copolymer (SAN); Polyethylene-
terepthalate
copolymers, polycarbonate (PC), polyamides and mixtures thereof. Whether
making
rigid or semi-rigid parts, the parts -of the upper enclosure 120 and/or- lower
base 200 may
be manufactured by any nunzber of plastic and paper manufacturing methods
known in
the art including, but not limited to, injection molding.
The materials used in conjunction with the securing features detailed above
also
function to make the package 100 (FIG. 2) drop-impact resistant. By "drop-
impact
resistant", it is meant that the package 100 is able to resist drops onto a
hard surface, such
as a tiled or thinly-carpeted floor typically found in a retail store, from
distances of from
at least about 3 feet, from at least about 6 feet or from at least about 9
feet. Not only is
the package 100 able to resist such drop-impact, the product is also securely
held due to
the design features included in the package 100. The orientation tabs (FIG. 2)
can aid in
the drop-impact resistance, however, the package 100 without such orientation
tabs (FIG.
2) can also resist such drop-impact while still securing the consumer product
(FIG. 2)
inside the package 100. Additionally, the consumer product 110 is able to
maintain a
stable position and remain in a front-facing orientation after side, top, rear
or bottom
handling impacts. By "handling impacts", it is meant to include impacts often
occurring
during distribution and handling. The package 100 of the present invention can
resist
such handling impacts (with or without orientation tabs (FIG. 2)) that occur
from at least
about 3 feet, from at least about 6 feet or from at least about 9 feet to any
position on the
package 100.
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METHODS OF MERCHANDISING
The present invention also provides a method for merchandising consumer
products by using the consumer product package of the present invention. As
detailed
5 above, such a package provides an advantageous means for displaying a
consumer
product while deterring would be thieves from pilfering the consumer product
within the
package. A consumer product may be merchandised in a retail store by
displaying a
consumer product within the package of the present invention. That package may
then be
displayed in a retail store such as on a shelf and/or behind a glass door. As
used herein, a
10 retail store includes, but is not limited to, FDM (Food, Drug and Mass)
markets,
department stores, specialty stores, club markets and the like. Of particular
interest to the
present invention may be FDM markets.
All documents cited in the Detailed Description of the Invention_ are, in
relevant -
part, incorporated herein by reference; the citation of any document is not to
be construed
as an admission that it is prior art with respect to the present invention. To
the extent that
any meaning or definition of a term in this document conflicts with any
meaning or
definition of the term in a document incorporated herein by reference, the
meaning or
definition assigned to the term in this document shall govern.
While particular embodiments of the present invention have been illustrated
and
described, it would be obvious to those skilled in the art that various other
changes and
modifications can be made without departing from the spirit and scope of the
invention.
It is therefore intended to cover in the appended claims all such changes and
modifications that are within the scope of this invention.
