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Package redesign precipitates White Rain sales gain

Diamond Products Co. reports a 16% increase in first quarter 2005 sales of its White Rain-brand shampoos and conditioners, following a packaging redesign.

Pw 11294 Oi White Rain Closure R

The Brandon, FL-based private-label manufacturer acquired the White Rain brand from The Gillette Company in 2000, and strongly believes that packaging creativity can help reinforce and build brand equity.

The new White Rain 15-oz and 19.95-oz plastic bottles (clear PET for the shampoos and opaque high-density polyethylene for the conditioners) feature enhanced artwork. Diamond produces the HDPE bottles in-house and purchases the PET bottles from Tri-Delta Plastics. Both bottle types and sizes are labeled with clear, preprinted, pressure-sensitive film labels from Smyth Co., Inc., using Shorewood Engineering labeling equipment.

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