Labels: a workhorse for your brand: customized labels personalize HBA products for individual consumers. Insulated sleeve label keeps drinks cool longer. Promotional label starts a 'dialogue.'.(Reflect.com health and beauty aids, Monarch Beverage Co., Beverage Brands)

Brand Packaging, May, 2003

The label is your chief marketing tool and the face of your brand. It provides package decoration and communicates your brand promise. But it can do so much more. Your label can customize your product and create intimate relationships with consumers. Reflect.com--an Internet health and beauty aid company--encourages consumers to personalize their labels by adding their own words.

For example, they can order "Cherie's Daily Shampoo" or "Annika's Facial Moisturizer." These customized labels say, "Just for me." The labels are a critical element of Reflect.com's business strategy, says Ralph Comegna, Director of Supply Logistics. "The labels are the brand. You can name the product yourself." Reflect.com wants its customer to feel that the...

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