Cutex has been a household name for decades. However, with virtually identical product packages crowding shelves, consumers could hardly tell the difference between the nail polish remover brand and its competitors. Eight out of 10 respondents to a brand survey claimed they were buying Cutex, though sales numbers showed that was not possible-clear evidence that confusion was putting a dent in the brand's success.
The firm turned to Berlin Packaging's Studio One Eleven design division to update and differentiate the package. While retaining the basic silhouette to make the bottle instantly recognizable as nail polish remover, the design team made critical changes that kicked the commodity look out the door. The taller HDPE bottle (made by Sonoco, www.sonoco.com) helps it stand out; a decorative swan-like label debossed on the face of the bottle adds femininity; the curvy diecut label (from U.S. Tape and Label, www.ustl.com) features updated logo, graphics and pastel colors; and a reverse-tapered closure elongates the bottle and accentuate the upscale appearance.
In June, the new design debuted on retail shelves in 6- and 10-oz sizes across the country.