When I posted earlier this week about the Opening of An Envelope launches, I actually got the perfect example to post about today, although I must stress that there was not a launch for this product. But it does have a press-release and I imagine there will be some pressure on the PR to actually get some press on it. So, it’s Aussie Colour Mate Shampoo and Conditioner with – wait for it – a different sticky label on the front for summer. Their representation of words for summer are Sea, Fun, Beach, Relax and Surf. The product is no different inside than the usual product and the only thing limited edition about this is the sticker.
So, excuse me for asking, but what is the point exactly of this? Is there anyone that rushes out to buy a bottle with a slightly different label on it just because it says Limited Edition? The design isn’t by anyone famous or interesting, it isn’t really splashy or creative, it’s simply words on a label. It’s not exciting and it’s actually slightly excruciating trying to look even vaguely interested in the ‘news’. It isn’t news and it certainly isn’t coverage-worthy. In fact, it’s almost misleading – limited edition might imply there is something that is different about the formula, not the bl**dy sticker.
Head, meet desk.