"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.
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.
Mar 31, 1999