Packaging

Retailer: Genuardi's
Location: St. Davids, PA

Global study reveals dry skin as No. 1 complaint

Brand: Dove Men+Care
Insight: Dry skin is the top complaint from men, and more than half of men in a global research study said they used women's skincare products.
Solution: Introduce a new line of men's skincare products and target them through advertising that speaks to their self-confidence but recognizes a need for a solution to dry skin. Packaging uses colors that appeal to men.
Description: Dove Men+Care line, which features body and face bars, body and face wash, and a cleaning "tool".

Brand: Depend
Insight: Consumers with incontinence want to feel normal and are willing to pay a higher price for it.
Solution: Introduce a new, premium line of Depend products that resembles regular underwear. New packaging and displays reinforce the feeling of normalcy. Packaging leverages a transparent window and smaller Depend logo. Displays have a warmer, apparel feel.
Description: Floorstands for the new Depend line display the product on hangtags rather than sitting on the shelf, adding to their underwear-like appeal.