Smooth package gives CoverGirl an efficiency edge: Page 3 of 3

Lisa McTigue Pierce in Cosmetic Packaging on August 10, 2015

The flat-profile tube of liquid foundation sits on an angle within the blister package for two reasons: to fit in a major retailer’s spring-loaded pusher display and so the fluidity of the sloping front communicates the product’s “smooth” promise.

 

The shelf impact

Even with these consumer and production features in place, P&G and Placon still were not done engineering the design, which was further finessed for retail display.

The package cradles the foundation tube securely, with little movement in the blister.  Lee says, “With liquid foundation, no two tubes are necessarily identical in density. Worst- and best-case scenarios were taken into consideration to ensure a snug product fit within the package despite minor variances in product density.”

However, there is a little “wiggle room” for the applicator so consumers could easily see that it is a separate piece in the package. But the applicator is held in place for upright display. “A formed ‘swoosh’ was designed into the package to prevent the applicator, which is loaded first, from sliding down once it’s assembled and standing up,” Lee explains.

To fit in existing retail spring-loaded pusher displays—and minimize skewing or crushing—the package is flat on the left side of the front and on the bottom. This makes aligning the packages easy with those ahead and behind. Additionally, a “slight raised ‘lip’ was designed on the base of the tray to eliminate packaging hanging to the product behind it when lifted out of the pusher display,” Lee says.

Lastly, because the front of the blister slopes gently from left to right, the tube rests at an angle in the package, rather than head on. As mentioned earlier, this helps communicate the product’s “smooth” message. But there was a secondary benefit: The width of the blister pack fits into the narrower spring-loaded display of one major retailer.

Well-executed, all around.
 

Puck design and transfer conveyor ensure the accurate and repeatable alignment of the thermoformed blister base to the label heads so front labels can be smoothly applied. When on the puck, the blister base registers zero thermoform deflection.

 

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Being a longtime CG/Olay consumer, I'm pretty disappointed in this new packaging. Had I not read the article, I would've assumed the clamshell was welded and would not buy the product simply because of the difficulty in getting those damn things opened. Personally, I don't think this elevates the product in the consumer's eye. It does solidify the fact that it's just another needlessly over-packaged consumer good. Booooo P&G...bad move.