Packaging

Relaunch of Palmolive Aroma Therapy and Thermal Spa

Friday 03. December 2010 - Ready to Roll

The time has come. The premium product Palmolive Aroma Therapy and Thermal Spa for body care from Colgate-Palmolive has just hit the retail shelves after an extensive packaging relaunch.
Before the launch, Colgate-Palmolive announced that intensive market research in advance of the product development had shown that the covetousness of a product on the consumer end could be increased by 53% through a new product concept and a new design. Moreover, a volume prognosis test showed that a new product size could result in an 18% increase in sales. WEENER was an important partner in the realisation of this new approach. The company delivered sealing caps in three sizes, covering the entire European business.
“Colgate had developed a fantastic design that we reworked and developed further to make it injection-moulding compatible,” states Holger Pries, who supervises the project management at WEENER, describing the task. One particularly challenging aspect of the project was the high-gloss finish of the caps – not only outside, but also inside. It is precisely this special lustre that enables the high transparency that creates the cultivated, stylish look. The solution lies in the two-component injection mould: The body of the cap is actually a different colour than the actual sealing flap.
The spring/hinge system disappears fully in the design. The hinge is an active hinge. The elegantly curved dispensing opening guarantees clean, residue-free product discharge. Special attention had to be paid to the parting line, whose curves increased the complexity of the job.

Everything From One Source
WEENER is not only responsible for the production of the sealing caps in the USA and now also in Europe, but also took on the toolmaking. A large set of multiple-cavity tools was developed and manufactured in WEENER facilities. These tools are characterised by a high level of efficiency and reliability and are extremely maintenance-friendly, and give cause to expect a long service life. “We were able to easily meet the period fixed for completion of the project, as well as the customer’s quality requirements,” Pries summarizes.
Colgate-Palmolive is supporting the product launch via a massive TV and POS advertising campaign. The same packaging has been used successfully in the USA for Colgate-Palmolive’s premium product Softsoap Brand Body Wash.