Standing Up for Consumers

Design and development teams focus on consumer preferences as they create packages.

Procter & Gamble has launched Crest Pro-Health Sensitive Shield toothpaste and Crest 3D White Vivid toothpaste in multilayer stand-up tubes. Crest Pro-Health Sensitive Shield contains the active ingredient Stannous Fluoride, which reduces sensitivity by blocking triggers from stimulating nerves inside the tooth. Crest Pro-Health also protects against cavities, gingivitis, tartar, and plaque while promoting fresh breath and whitening. Crest 3D White Vivid toothpaste features a patented dual-action silica system that polishes away surface stains to gently whiten teeth along with a paste-gel hybrid formulation to achieve smooth and clean teeth.

According to Alissa Hammond, external relations for P&G’s Oral Care division, “Our design and product development teams work closely with our other team members. Together they keep the wants and needs of the consumer at the center of their work to design packaging that is visually enticing to the consumer, as well as clearly lays out the benefits and regimen choices, which are also conveyed on the actual product tubes themselves. We also want to offer regimen solutions that meet their needs, all while providing clear and enticing packaging that helps to simplify at the store shelf.”

For instance, large flip-top caps were chosen for both products “to allow consumers to stand-up their toothpaste, requiring less counter space,” Hammond explains. “Since the cap remains on the package, this also prevents users from
losing caps or closing them improperly.”

In addition, the Crest 3D White Advanced Vivid toothpaste is positioned vertically in its packaging on the shelf to help it stand out.

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