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New graphics contemporize Lubriderm lotion's look

Johnson & Johnson has updated the look of its Lubriderm Skincare lotion, capitalizing on the brand equity of its bottle shape, while adding decorative touches that make the packaging look “more contemporary, attractive, and impactful on shelf,” says Sherry Thompson, Lubriderm senior brand manager.

Pw 3595 Older Lubriderm

Color, while spare, plays a vital role in the redesign, as well. The brand’s three main product platforms—Daily Moisture, Advanced Therapy, and Intense Skin Repair—are now decorated respectively with blue, magenta, and yellow pump collars and label graphics. “This makes it easier for consumers to differentiate among SKUs at point of purchase,” says Thompson.

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