Color, while spare, plays a vital role in the redesign, as well. The brand’s three main product platforms—Daily Moisture, Advanced Therapy, and Intense Skin Repair—are now decorated respectively with blue, magenta, and yellow pump collars and label graphics. “This makes it easier for consumers to differentiate among SKUs at point of purchase,” says Thompson.
The new package design, along with a new 24-oz clubstore size and a new formulation, Lubriderm Advanced Therapy Moisturizing Lotion SPF 30, were launched in fall 2009 in the U.S. The new packaging will be introduced in Mexico and Canada this year.