Company’s label now has fresh look
By Seraine Page
After years in the making, SpaGuard has a brand-new look. Starting this fall, retailers will see the refreshed product hitting shelves.
“It was getting a little tired,” says Joe DeFuria, brand manager at BioGuard, the company that produces SpaGuard. “We wanted to breathe new life and energy into the brand and improve its appearance on the shelf.”
It had been about 20 years since the last overhaul on the products and marketing materials. “We redesigned everything for SpaGuard from the ground up,” DeFuria says.
Even specialty items like rubber ducks and robes are available now through the co-op portal for dealers.
The rebranding taps inspiration from what one might see in a high-end spa retailer, mimicking a clean, minimalist look popular among the health and beauty industries. The spa care products now have an eye-catching bubble graphic with shimmery, silver foil intended to catch light, which gives the products a motion-like appeal on the shelf as customers walk by.
“The spa consumer is so much different than the pool consumer,” DeFuria says. “We wanted to update and bring a contemporary look to the segment, but we wanted to keep some anchors for our retailers and consumers who were used to buying our brand.”
While the label may have changed, the category colors remained the same, along with the company’s logo. Some of the brand’s chemicals have been altered for improvements to work better for hot water environments as well.
After meeting with several key distributors, the company leadership took the ideas to TFI Envision marketing company — known for popular campaigns like Dove and Degree — to explore branding options.
The multiyear process involved conversations with dealers asking for feedback on how to improve the product. After working with TFI Envision to incorporate some of the retailer suggestions, the SpaGuard team brought what they deemed the winning label back to key hot water retailers.
Feedback was “overwhelmingly positive” from the dealers, which led SpaGuard to release the new images and labeling this year.
Coincidentally, Spa Complete, a three-in-one formula for spas, happened to be ready for release at the same time as the brand rollout, creating double the excitement for retailers carrying the line.
Similar to a fabric softener bottle, Spa Complete’s large purple bottle has a side handle with a sturdy pour spout and dosing cap to ensure proper measurement.
The formula softens water while keeping it clean and clear, and added benefits include lavender and eucalyptus extracts for a relaxing aroma. SpaGuard hopes customers using the product once a week will find managing a spa much easier by reducing the number of chemicals necessary come maintenance time.
“This is a product that we’ve been in development on for multiple years,” DeFuria says. “By blending all those items together, it will create an environment that is simpler for a consumer to manage that one bottle versus four other items.”
The MAP price is $49.99 for a 70 oz. Spa Complete bottle that should last consumers several months. Retailers purchasing a minimum of four Spa Complete cases during the early buy promotion will receive a free counter display for marketing the product.
“It should be a very impactful item for our retailers,” DeFuria says. “When we begin shipments around October 1, consumers will be able to utilize it right away.”