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Bottle shape reflects product qualities

For its new line of Neutrogena Clean(TM) shampoos and conditioners, Los Angeles-based Neutrogena Corp. chose clean, classic bottles to suggest the concept of "clean" that underlies the new launch.

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"We were going for a clean, contemporary line reflective of Neutrogena heritage," says Martine Garcia, manager of public relations at Neutrogena. The custom-molded 10.1-oz bottle tapers at the bottom and is similar to an oval bottle. However, the edges are slightly squared off, giving it a modern feel. Introduced in January and retailing for $3.99, both shampoo and conditioner come in three formulas. The shampoo bottles are injection stretch/blow-molded of clear polyethylene terephthalate. The conditioner bottles are extrusion blow-molded of high-density PE. Neutrogena chooses not to identify its bottle suppliers. All six bottles are decorated with a combination of screen printing and a pressure-sensitive label. The screen printing is done in three colors. The p-s label is flexo-printed in three colors on an unidentified metallized film. The disk-style closure is a pearlized polypropylene. Garcia says the reaction to the package has been great. "We have received considerable publicity in the consumer press," she says.

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