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Creating a softer side for Softsoap

In a shift from the traditional straight lines of the old Softsoap® container, Colgate, with the help of IDI (New York, NY), has changed the look of its hand soap package to give it a rounder and softer appearance.

Pw 18047 Softsoap

The old package, according to IDI president Gary Grossman, wasn’t congruent with the soft, gentle product. So IDI shaped the container like a bubble and softened the pump head action, making it easier to push. Grossman says consumers wanted a package that would fit easily in their hands. As a result of the change, Softsoap sales exceeded Colgate’s expectations after just six weeks.

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