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Masculine dandruff shampoo bottle targets Millennial men

A blow-molded polyethylene bottle disrupts the dandruff shampoo category with a rugged, angular look appealing to Millennial men.

Vi-Jon
Vi-Jon

Studies show that the Millennial male is the consumer most in need of dandruff shampoos and conditioners. But Vi-Jon, the St. Louis-based private-brand personal care manufacturer behind products like Germ-X and other dandruff shampoos, found that the current dandruff products’ packaging wasn’t attracting Millennial men.

“If you look at the anti-dandruff shampoo segment, you’ve got one major player, and then a couple of others,” says Taya Tomasello, Senior Brand Manager, Vi-Jon. “There are brands that have been around for a long time, but they were kind of your dad’s or your grandfather’s shampoo, and there isn’t an updated option for this Millennial guy. Through our research, we found that Millennial men are a little more conscious of dandruff, and they are trying to solve that problem.”

Looking to fill the gap, Vi-Jon created Victory, a new line of dandruff shampoos specifically for men.

“You look at other dandruff shampoos, and they focus on a problem,” Tomasello says. “We knew that the Millennial consumer is focused on experiences. We wanted to focus on winning and moving past negative experiences like having dandruff. That’s where the name Victory came from.”

Mission: Disrupt the shelf
Vi-Jon tasked Berry Plastics’ Blue Clover Studios to create a package with a strong brand message and visual identity that would stand out among its competitors on the shelf. Vi-Jon’s product development team was inspired by haircare brand Kevin Murphy and its “skincare for hair” products, which are packaged in rectangular PET bottles with hard angles and a geometric look.

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