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5W’s: Sweet Smell of Success: Tru Blooms Chicago

Written by in Profiles

5w’s  with Neenah Papers

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Tru Blooms of Chicago Makes Local Scents

Who: Tru Blooms Chicago

http://www.trubloomschicago.com

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Why:   Authenticity

Since the company was purchased by the current owner six years ago, Tru Fragrance & Beauty has designed, produced and distributed more than 70 private-label perfume brands. The new owner, Monte Henige, was looking for an innovative and authentic way to connect with consumers. Solution: Tru Blooms Chicago is the first-ever fragrance made from indigenous-sourced ingredients grown by the residents for whom it’s created. The Chicago Botanic Garden, a key Tru Blooms partner, provided expertise and flowers grown through urban gardening programs involving inner city teens, prison inmates and ex-convicts. “The Tru Blooms product is about city beautification, local job creation and sustainability,” said Casey Shagena, art director and designer at Tru Fragrance. “It was important to keep the packaging in line with this concept. The ENVIRONMENT® Folding Board by Neenah Paper was the perfect choice, along with a locally based printer for the boxes.”

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Where:  Blooming Harvest

(Sourced from Tru Bloom website): For the second year in a row, public gardens grown by the people of Chicago will produce plants and flowers that will be used in the creation of a limited edition perfume in the manner they were meant to be gathered – not from a lab or offshore commercial producer, but from small plots of land nurtured by local gardeners who love flowers. All summer, area residents can look for perfume gardens in public parks, on North Michigan Avenue, and urban farms and in sections all over the City. For a map of participating gardens go to: http://trubloomschicago.com/category/gardens/

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When:  Spring/Summer 2013

May/June Gardens planted

July/August Gardens in bloom

September Gardens are harvested

October Online sales begin

November Retail sales begin

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What: Design and Production

In House Design Team:  Casey Shagena and Christina Martin

Contact info: 630-563-4134

casey.shagena@trufragrance.com

Neenah

Sales Rep: Sarah Stiller

Product: Recyclable glass bottle, screenprinted with organic inks, wood cap

Packaging: Box on ENVIRONMENT® Folding Board by Neenah Paper PC 100 White 18PT, FSC certified

Offset printing plus emboss.

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