Elegantly utilitarian vehicles—a look into our packaging philosophy
— Soft Services newsletter
Soft Services — Packaging Philosophy 96 As we mark 5 years of service, we are inviting readers into our workshop. Over the last few weeks, we’ve shared the principles that shape us and the details that guide everything we make. This is email 4 of 4; catch up on missed stops via the links in the footer of this email. It is our firm belief that how a solution is delivered directly impacts the results it achieves.
Done well, packaging is not a cosmetic flourish or generic container but an integral part of the solution. We expect our vessels to do multiple jobs well: serve as a protective vault for ingredients, an efficient delivery system, and a welcome object in your space.
At Soft Services, formula and packaging are developed in tandem, so a discovery on one side can reshape the other—a change in texture might call for a different dispenser; a component's limits might send a formula back to the lab. Our Product Development (“PD”) and Design teams work this way from start to finish, each learning enough of the other’s craft to ask the right questions. Take Theraplush , for example.
Packaging begins with protecting what's inside, and since its retinol formula demanded something airtight for nighttime use, that ruled out open jars and top pumps in favor of an airless pump. That same logic extends to where it lives: applied just before bed, Theraplush belonged on nightstands rather than behind bathroom mirrors, so we gave it a non-slip foot for stability and a slight dip in the lid to catch rings before applying.
And because the nightstand is permanent display territory, Theraplush had to succeed as a desirable object in its own right. Every decision leaves a mark on this planet of ours, especially the decision to make physical products. So while efficacy is our number one priority, we think through a product’s afterlife early in its development: how will our customers responsibly dispose of it and its components?
We partner with the best in class in packaging—and keep researching new innovations in the industry ourselves. A completely “waste-free” product is no small feat, so at our current size we've focused our sustainability impact on reusability and recyclability. When sourcing materials and special finishes, we filter specifically for what can be easily recycled, reused, or refilled. This significantly limits our options—but like efficacy, it's non-negotiable.
As the finest care for body, Soft Services is crafted to be delivered to skin with great care and consideration. Formula and vessel, inside and outside—these are two halves of one solution, and marrying them is work we love. No stone goes unturned, no question too small, no idea too large. And seeing our vessels displayed proudly on nightstands and shelves (not hidden away in drawers)? That's the good stuff.
This concludes our four-part tour of the guiding principles and fine print behind everything we make. Missed a stop along the way? Catch up on Stop 1 , Stop 2 , and Stop 3 here.
Tags: Behind the Brand, Deep Dives, Theraplush — “Hold”