Summer is officially on and that means we are to endure three months of sun and heat—oh, not to mention allergies. While the green grass and fully bloomed flowers are nice to look at, for some of us this time of year marks misery as our eyes are itchy and red from pollen.
Launched just in time for allergy season is Rohto’s Cooling Eye Drops which is available to consumers without the need of a prescription delivering maximum strength redness relief. The fastest growing redness reliever brand popular among Millennials* is packaged in an innovative clear bottle with a unique cooling formula.
Erick Estrada, director of marketing, Eye and Acne Skin Care, The Mentholatum Co., gives Packaging Digest exclusive details on the new packaging:
What design trends does your packaging set in the eye drop market?
Estrada: Rohto Cooling Eye Drops come in an eye-catching, unique clear bottle that has a non-squirting single drop dispenser—the only packaging of its kind on the market. Other eye drops on the market have opaque packaging. Rohto’s clear bottle allows consumers to accurately detect any cloudiness that may occur due to contamination.
What were the key goals and requirements from a marketing view?
Estrada: To develop an iconic package that is edgy, trendy and attractive enough to use in public.
From a packaging view?
Estrada: The package requirements:
- Be easy to use (open/close mechanism , single dose dispenser)
- Portable (fit in consumers’ pockets, handbags, etc.)
- Show product condition (clear bottle to see if product is ok to use or contaminated)
- Be aesthetically pleasant
*Source: Rohto August, 2012 Quantitative Study