I was shopping for face wash this weekend and check out this gem I found. This is a travel face/shave pack for men that features smaller than 3oz bottles of each product. Of course, this is very convenient for people who travel on airlines — since you’re no longer allowed to bring liquids in containers larger than 3.3 oz in your carry on bag. It’s about $80. <snicker>

It’s a PERFECT example of tapping into the current challenges your customers are facing, solving a problem elegantly, and charging a premium for it. Think about it. The man who purchases high-end face wash, shampoo and such is quite likely a traveler – at least sometimes. That guy (this guy, me) is stuck using hotel toiletries because my nice stuff is stored in bottles over the 3.3 oz limit. Not anymore.

REAL IMPORTANT: I’ve already solved this problem for myself by investing in men-u products which are highly concentrated and come in small bottles. But men-u failed to connect their feature (small bottles) with the benefit (you can take them on trips with you).

But this company, Anthony Logistics, bundled up the essential products, called them a grab-n-go travel pack, and slapped an $80 price tag on it. That price is an absolute premium, per ounce, by the way. But the big deal here is that they made the connection for the consumer. I’m a detailed, meticulous, borderline OCD freak – so I expressly sought out products in small bottles. But your average consumer ain’t doin’ that. You must connect the dots for them. They’ll pay extra to have the dots connected.

There are so many great lessons that come from this. Think about it for just a second or two and consider ways you could repackage your offering to solve a more specific problem — and charge extra for it.