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The end of wrap-rage as we know it.

This phrase almost made me snort* my coffee all over my keyboard this morning: "Frustration-Free™ Packaging"

When I mentioned the remote possibility of frustration-free packaging here in the office, everyone became very curious, because, lets face it: who hasn't cursed trying to open the hard-plastic packaging of a new toothbrush or waded through reams of wire-tie, styrofoam and bubble-wrap to get to that brand-new remote control toy car. Wrap prevalent, it's right up there with road rage!

I've always said and I'll say it again: great marketing (also to women) starts with a great product. And packaging is of course part of the product...Actually: it's a consumer's first experience with the product!

As consumer, I can no longer count the number of times I have cursed trying to open a a shrink-wrapped package (with my teeth), or the number of times I have felt totally guilty for buying a 50ml jar of facecream inside a box large enough to ship an elephant.

So: kudoz to Amazon CEO Jeff Bezos for starting the "Amazon Frustration-Free™ Packaging" initiative. With it, the company joins forces with a list of companies including Mattel, Fisher-Price and Microsoft to deliver products in smaller, easier-to-open packaging.

On behalf of at least a few million consumers, I would like to thank you for taking the first step, Jeff...this can only lead to less frustration and less guilt on the consumer's side! (Not to mention the money you guys will save by using smaller/lighter and less packaging!)

*Courtney's recommended word this morning. No animals or humans were injured during the unfortunate coffee incident. The keyboard survived too (it's a Mac...of course.)