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Dial's RGX softens graphics

Can a package in the self-grooming aisles influence which product a guy buys?

Pw 8188 Rgx Highres

Definitely, says Brian Houck, director of package design at Dial Corp., Scottsdale, AZ. He cites Dial’s launch of RGX body spray, marketed under the Right Guard brand, as an example.

Men’s body sprays are becoming more prominent in the deodorant aisle, but many have strong scents lacking widespread guy appeal. Dial created RGX as a niche product with a softer scent and put it in a masculine-looking package.

Before designing the package, Dial and Wallace Church (www.wallacechurch.com) spent time talking with young men about to graduate from high school, learning about how their dreams and aspirations might affect their attitudes toward personal grooming and style. Out of those talks emerged about five package design concepts.

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