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Creating a softer side for Softsoap

In a shift from the traditional straight lines of the old Softsoap® container, Colgate, with the help of IDI (New York, NY), has changed the look of its hand soap package to give it a rounder and softer appearance.
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FILED IN:  Package design  > Structural
     

The old package according to IDI president Gary Grossman wasn’t congruent with the soft gentle product. So IDI shaped the container like a bubble and softened the pump head action making it easier to push. Grossman says consumers wanted a package that would fit easily in their hands. As a result of the change Softsoap sales exceeded Colgate’s expectations after just six weeks.

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