When Toronto-based MAC Cosmetics recently reformulated its Pro Lash mascara, management also executed a dramatic package redesign. Out went the carton, which is used almost universally for mascara products, and in came a custom-designed stand-up pouch.
Pfizer Consumer Healthcare, Morris Plains, NJ, introduced in the United States in October ‘01 Cool Mint Listerine PocketPaks™ of tiny hinged plastic “vials.” The vials (see sidebar) contain stamp-sized oral care strips that dissolve instantly on the tongue where they kill germs on contact. A carded blister serves as the secondary package.
In a market where impulse purchases rule, Markwins Intl., has raised the visibility of its cosmetics through unique packaging. The City of Industry, CA-based companys glam in a can cosmetics that were introduced at select mass merchandisers nationwide in August are packaged in transparent 1-gal paint cans.
Johnson & Johnson, Skillman, NJ, in May introduced Johnson’s Kids Foam Blaster hand soap, topped with an instant foam dispenser developed by Airspray International (Pompano Beach, FL). The Table Top foam-producing dispenser is said to provide a soap product that lathers without water.
In 1957, Vitabath came out with its first bath and shower gel called Vitabath Gelée. Not much had changed until February when Vitabath released a new fragrance and a new look. Phoenix-based Belae Brands, the maker of Vitabath personal care products, unveiled a modern, upscale packaging design, featuring a contemporary new logo screen-printed directly to the bottle.
To help Schick/Wilkinson Sword, Milford, CT, design a package for its new razor that appeared as sculpted as the product inside, Fisher Design’s (Cincinnati, OH) creative team devised bold, sleek graphics to deliver greater product visibility.