Vatika Hair Gel Container by Dabur International
Designomics Award 2012
Project Brief • To design an innovative, clutter breaking pack for the Vatika Hair Gel – new category for Dabur International. • 65-70% of Purchase in Hair Gel happens through Modern Trade in Middle East Region – Consumers get a wide range of products to choose from. Competition is tough and brand loyalty to existing GEL brands is very high • Pack needs to standout on the shelf such that it attracts consumers and at the same time give them a “wow” experience in convenience.
The Challenge… • To have an attractive shelf presence. • To make a transparent pack and exhibit the purity of the contents to the customer (being a non-alcoholic hair gel). • Polystyrene being the first option for clear packaging – the biggest challenge is its brittleness & to protect the containers from Scratches and breakage. • To provide user friendliness in the way of ease of opening & closing the container
The Process… • Gel packs are displayed under lights & Design of the pack should take advantage of the light. • Absolutely Clear pack to be made to standout from the translucent /opaque packs from competition. • To design the cap closure mechanism such that it eases opening and closing – especially with the fingers full of gel taken for usage.
Design Strategy… • Different Variants of Hair Gel are identified by vibrant fluorescent colours which gives an excellent shelf presence • The Transparency of the PS containers adds on to the wow factor with sparkling see-through clarity, especially with spot lights on the display shelf – the Clear Crystal effect gets enhanced. • After taking the gel from the pack for consumption, the screw closure (present in some of the leading brands) leads to a mess during the cap closing – The opening / closure to be made easier to aid ease of use.
Design Outcome… • Customers can see the contents through the double wall which gives a unique double protected feel on the shelf. • The Cap can be opened/ closed with a twist of just 18 degrees as against the conventional turn degree of 120 to 180 degrees for similar containers – this provides the customer a never before ease of opening the Gel Container without affecting the Handling / Transit worthiness. • Decorative Label is applied onto the inner container & over cap covers it fully, giving complete protection to the container as well as the label – The label does not get dirty / scuffed / scratched on the shelf. The see through over cap gives a Framed Glass effect for the labels. • Fragility of Polystyrene makes it prone to Scratches & Damages during the Filling Operation & Transit which has been taken care of by suitable secondary packing materials like non-static polyethylene bag protection for each pack.
Effectiveness & Measured Results of Design • More than 2% Market Share within the first year of Launch. • The above achievements were made possible without any advertisement – The Gel Packs act as a silent sales man advertising for themselves.
Accolades •
Vatika Hair Gel pack competed in “Personal Care – Mass” Category & was one among the 4 finalists in its category (We have received the exclusive rights to print the ‘IPDA finalist’ logo on our Gel Packaging) Vatika Hair Gel pack finished as Runner Up in the “HBA IPDA People’s Choice Award” competing with all the 200 entries. The votes of the top 3 are as follows 2764 – 2365 – 1449.
Competition include: L’Oreal; Beyonce Pulse; Elizabeth Grant; Biao ; Stila; Just for Men; Sephora; Renpure Organics Previous winners & Finalists include: L’Oreal ; P&G; Elizabeth Arden; Avon; Stila; Ojon; Bare Escentuals; Belcorp; World Wide Packaging; Estée Lauder
Excellent packing. Even kids are tempted to take it in hand. good luck!
Looks like old wine in a new bottle.
Public Feedback
Amila Netto
Waliuddin Mohd Quazi
Nice color and attractive packaging Excellent design and pleasant to eyes
Alessandra Pantella
Wow so nice wish to buy one
Idris Oladele Tayo
Sabry Abou Hashem
Debbie B. Smith, Illinois
Winning design and bold colors! Very attractive packing! Is it available in India? Delphene Lawrence
Wud love de splash effect :D Khan Faraz Lio Messi
Tennille Richardson , Illinois
Very innovative packaging
Images
Images
Contact… • Please contact Mr.Hitesh Gangrade for any clarification –
h.gangrade@dabur.com
Thank You