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Gilette body wash hopes to hook consumers

A free-spinning hook is a central feature of Gillette's new body wash package, designed with assistance from Desgrippes Gobé & Associates (New York, NY).

The product launched in March in three varieties stands on its flip-top closure on the store shelf but hangs from a showerhead for easy one-handed dispensing. The container body is extrusion/blow-molded of high-density polyethylene by Owens-Brockway (Toledo OH) using a custom mold. Ribs on the side provide additional control in a wet shower environment. The hook-along with the snap-fit flip-top closure-is injection-molded of polypropylene by Seaquist Closures (Mukwonago WI). At Gillette the hook is placed manually on a cross-strut molded as part of the bottle body and is snapped to itself providing free 360° movement around the strut. Details on the labels weren't available. Though Gillette wouldn't comment on economics of the package all the bells and whistles can't be cheap. Containing 8.5 oz of product the body washes retail for $3.59 nationwide.

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