When a company decides to expand its operations to the international market, several elements start to demand strategic attention: from regulatory compliance to communication with the local consumer. An often underestimated factor, but with a decisive role in this process, is packaging.

More than protection, packaging is a point of direct contact with the consumer - and, especially in markets such as the United States, it can be decisive for the acceptance, valuation and even the success of the product.

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Packaging as a Global Positioning Tool

In international markets, packaging needs to reflect not only the brand's identity, but also be aligned with local consumer expectations. This involves understanding visual codes, aesthetic preferences, consumer habits, and cultural factors that impact the purchase decision. What works in Brazil may not work in the USA.

In addition to aesthetics, aspects such as ergonomics, ease of opening, clear information, and the use of sustainable materials are also valued by the American public - especially in segments such as food, cosmetics, fashion and well-being.

Examples of success:

• The Apothecary adapted the design of its packaging for the American market with a cleaner look and more direct information, in addition to incorporating bilingual labels and following FDA requirements for cosmetics. This change made it easier for the brand to enter retail outlets such as Walgreens and Amazon.
• Natura when expanding to the USA and Europe, it repositioned its packaging prioritizing recyclable materials, minimalist designs and storytelling focused on biodiversity and sustainability in the Amazon, creating a connection with the conscious consumer.
• Ben & Jerry's, an American ice cream brand, when it entered European markets, had to adapt visual language and portions, in addition to incorporating country-specific labels, maintaining the brand's irreverent tone, while respecting the local cultural context.
• Heinz developed regional packaging for emerging markets such as India and Brazil, changing formats and labels to better adapt to different consumption habits - including launching sachets with affordable prices and smaller portions.

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Cultural and Regulatory Adaptation

Packaging aimed at the American market must follow strict labeling standards required by bodies such as the FDA (for food and cosmetics), the USDA (for animal/plant products), and the FTC (for marketing claims).

Ignoring these criteria may result in penalties, product recalls, or barriers to retail entry. Therefore, adapting the package design to the language, measurement units, nutritional composition requirements, and local graphic standards is essential.

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Packaging as a Competitive Differential

In a market as competitive as the American one, where thousands of products compete for space on physical and digital shelves, packaging is a powerful differential. Good design, combined with functionality and consistent storytelling, can be the factor that determines the click on Amazon or the highlight on a Whole Foods gondola.

Companies that invest in packaging designed strategically for the international market tend to:

• Improve the perception of product value;
• Increase the time spent on the shelves;
• Generate more engagement on social networks and reviews;
• Facilitate access to large retailers and distributors.

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How AdvizeOne Can Support Your Packaging Strategy

At AdvizeOne, we understand that packaging is a key part of the internationalization process. That's why we offer:

• Consulting on regulatory compliance for packaging in the USA;
• Visual positioning and branding strategy for new markets;
• Development of content and label in English adapted to the American audience;
• Logistics and fulfillment with integrated packaging customization and customization solutions through Akin Logistics.

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Expanding to the American market requires more than translating the label — it requires translating values, expectations, and experiences. And that starts with the packaging.

Schedule a meeting with the AdvizeOne team and ensure that your brand arrives in the USA ready to conquer demanding consumers and highly regulated markets.