The company said that it carried out significant research before undertaking the re-design and that the new labeling is based largely on customer feedback, giving the product labeling creates a more systematic approach that incorporates a logical, graphically appealing symbol and numbering system to convey distinctive product features to the customer.
The new labeling includes an easy to follow numbering system which incorporates creative symbols to indicate what specific products to use within the line, specifying the time of day when the products will be most effective.
The company says that the ultimate aim of the new label design is to help cut down the amount of time customers spend using the product in the most effective manor.
"The labels will be more visually appealing, project strong brand differentiation, and will be simpler for the customer to use," says Catherine Basinger, CEO of Southern Cosmetics.
"During the planning phase, our customers have shared with us that the new labeling clearly communicates what each product is, when to use the products, and is more user-friendly. Our new labeling visually reflects the ease of our product and will give a fresh new look," Basinger added.
The labeling redesign forms part of Southern Cosmetics' aims to increase the market scope of the Esteem skin care line, which it bought at the beginning of January from its singer and actress owner, Naomi Judd.
Naomi Judd launched herself into cosmetics three years ago, when she teamed up with her personal dermatologist Melvin Elson to create her line of skin care products.
Since then the company grew significantly, as did its product portfolio, which focuses on anti-aging skin care lines. In 2004 the company had a sales turnover of $9 million.
Southern Cosmetics had originally agreed to sell the Esteem through its direct sales internet channel back in September 2005 and its successful inception eventually led to the brand name being bought outright.
Currently the Esteem lines includes an exfoliating cleanser, pore refining cleanser, lilac toner, deluxe moisturizer, dark-eye serum, night-time barrier cream, botanical bath bar, renewal serum, morning moisturizer with SPF15 and a microdermabrasion kit.