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Alberto-Culver's all-natural bottle graphics

In an effort to recover its declining herbal shampoo/conditioner business, Alberto-Culver, maker of Alberto VO5 products, decided to modernize and “naturalize” its outdated bottles.

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The Alberto VO5 Naturals line was contained in green-tinted, opaque high-density polyethylene bottles. According to Gina Lazaro of Melrose Park, IL-based Alberto-Culver, it was difficult to differentiate between the shampoos and conditioners. An in-house design team decided clear polyvinyl chloride bottles for shampoo and opaque HDPE bottles for conditioner would better showcase the product colors. While the subtle teardrop-shaped bottle remains virtually unchanged, what distinguishes the new bottles are clarity and attractive graphics. Clear pressure-sensitive labels add to the package’s crystalline quality. The labels are flexo-printed in four colors with a one-color rotary screen for the text. Since the redesign, sales are up significantly, says Lazaro.

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