Brand Packaging

‘Pulling the Trigger’ on an Inventive

July 1, 2004

‘Pulling the Trigger’ on an Inventive

PACKAGE DESIGN FOR MEN’S BODY WASH
by Rob Croft
Female body wash brands occasionally feature an applicator pad as a premium. But poofs are inherently feminine and seldom merchandized with male personal care products.
Our “blue-sky” packaging concept for a men’s body wash product—depicted in the illustration—merges an applicator head and trigger sprayer with a contoured bottle. The design takes masculine aesthetic and functional cues from the hand-tool category.
Marketers could position this concept (and other SKUs in the line) as a “toolbox” of personal care products.
The bottle’s shape provides comfortable, non-slip handling. The spray-type trigger automatically delivers a few drops of soap onto the applicator head.
As the user pumps the trigger, the applicator head revolves and creates a rich lather. A rack-and-pinion mechanism turns the applicator pad five revolutions per trigger stroke.
Single-handed convenience
The package encourages increased product consumption. It also permits single-handed usage.
The design provides the basis for several types of applicators and product formulations. These range from palm-sized rotary exfoliating gel applicators to leave-in skin conditioners and shaving creams.
Marketers can decorate the PET bottle with a shrink-wrapped label. Selective translucency and opacity on the label deliver stunning graphics on the front panel. Color-coding the label allows shoppers to locate their favorite variety or “flavor” quickly on the store shelf.
The “grip point” on the bottle bears a color-matched, injection-molded polypropylene collar. A thermoplastic elastomer coating around the trigger imparts a rubbery feel. It also enhances squeezing comfort.
In an era when battery-powered oscillation is enveloping many personal care devices with a lot of hoopla, this body-wash concept provides the same “battery-free” magic as the “Freeplay” radio. The use of “crank power” sparks an intriguing crossover opportunity for packaging design.
The author, Rob Croft, is Managing Partner of Swerve Inc., specialists in 3-D brand design. Contact him at 212.742.9560 or rob@swerveinc.com