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Custom bottle, closure shape Dial's entry into lotions

The category is crowded, with a lot of ‘me-too’ packaging. The gentle curves on Dial NutriSkin’s bottle and closure provide both findability and functional benefits.

Dial_NutriSkin_bottles
Dial_NutriSkin_bottles

Shelf Impact!, over the past year, has explored the growing trend of consumer products investing in custom-shaped packages. The idea behind this tactic is to gain shelf presence and create memorable experiences with consumers bombarded with product choices.

The Dial Corp. embodies the custom-shape trend perfectly. Consider this, from Shannon Bowers, senior package design manager for Dial NutriSkin lotions: “It’s becoming more of a consumer expectation to deliver a custom shape and provide a higher benefit. A custom shape is a commitment to your product, and it reflects how we feel about our brand. We couldn’t have achieved the S-curve in our design with a stock closure.”

Bowers was referring to the custom-shaped, geometrically pleasing package for Dial NutriSkin, which marks Dial’s entry into the already cluttered $1.6 billion hand and body lotion category. Lotion shelves include heritage brands, strong private-label offerings, and a fair amount of copycat packaging, so differentiation was a key metric in Dial’s search for the right package to introduce the brand, as well as the Dial name, in a new category.

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