Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Cutex nails distinctive new package design

A taller, enlongated bottle shape, a softer pastel color palette, and a modernized logo take Cutex nail polish removal products from a commodity to premium appearance.

Pw 42148 11 131 Swan Group Wht Caps 051112

For years, Cutex has been a household name in nail care, but lookalike packaging by competitive branded and private-label products was beginning to confuse consumers and cause lost market share for Cutex. In a Cutex Brands survey, eight out of 10 respondents claimed they were buying Cutex products, even though sales share showed that was not possible.

Shortly after the company changed hands in 2010—from Prestige Brands Holdings to the formation of Cutex Brands—the new management set out to restore the brand to premium status. First, it developed Advanced Revival, the first new nail-polish remover formula in 15 years by combining an acetone-based formula with natural botanical nourishing oils that solidify after application to produce stronger, healthier nails.

Second, they turned to Berlin Packaging’s Studio One Eleven design division to update, rebrand, and differentiate the package. While retaining the basic bottle silhouette to make the container instantly recognizable as nail polish remover, the design team made critical changes to jettison the brand’s commodity look. Among the structural changes, Studo One Eleven increased the height of the high-density polyethylene bottle to provide more visibility on shelf. Replacing a standard, straight lined cap, a reverse-tapered closure was selected that elongates the bottle and accentuates its upscale appearance

Is your palletizing solution leaving money on the floor?
Discover which palletizing technology—robotic, conventional, or hybrid—will maximize your packaging line efficiency while minimizing long-term costs in this comprehensive analysis.
Read More
Is your palletizing solution leaving money on the floor?
Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
Download
Annual Outlook Report: Automation & Robotics