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More typically seen on over-the-counter drug products, extended-content labels (ECLs) can also be very useful for the nutraceuticals space.
More typically seen on over-the-counter drug products, extended-content labels (ECLs) can also be very useful for the nutraceuticals space, says Tom Spina, president and CEO of Luminer (Lakewood, NJ), a label manufacturer. “Their overarching benefit is space consolidation: ECLs allow for more information to be placed on a label where a package cannot support all preferred or necessary content on a simple, single-ply label,” explains Spina.
ECLs are instrumental in fitting both regulatory requirements and branding information all on one label. Labels are an important marketing tool for brands, and supplement facts or nutritional facts panels can clutter the label, affecting the overall design. One can design around legally required statements, but ECLs may provide a more elegant solution.
“The marketing department is rightfully selfish. They are fighting for consumer eyes on the shelves or retail stores,” says Spina. “By using an ECL, both the marketing department and the regulatory department can be satisfied, giving both the room they need on the package.”
Not only that, but Spina argues that ECLs can be a tool for transparency, giving brands the ability to convey more information to help the customer make an informed decision. “Typically, consumers purchasing nutraceuticals are buyers who are very demanding and want to know exactly what is in the product, how it was tested, adverse reactions, dosage, etc. So now, with an ECL, regulatory content designers do not need to skimp on information but rather can go overboard in giving the consumer all the information they can absorb,” says Spina. “And what does a brand company get when they give the consumer a lot of understandable information? Brand loyalty.”
There are other creative ways for manufacturers to utilize extended-content labels. Cosmetic brands, for example, can utilize ECLs to showcase a fragrance, says Spina. Cross-brand advertising is another valuable usage. “If you have a customer satisfied with one product, and you are launching another product, what a perfect way to put that information in the hands of an already loyal customer,” explains Spina, by using product labels for cross-promotion. “Another might be user testimonials,” he adds.