As the only provider of syndicated package design data, Designalytics evaluates the top-selling and fastest-growing designs across hundreds of consumer-packaged-goods categories. We measure and analyze a wide range of design performance areas, including visibility, communication, mental availability, element-level diagnostics, and more.
Personal care packaging needs to quickly communicate benefits, stand out on crowded shelves, and build trust with consumers. These six brands in the grooming space recently proved that whether it’s a total overhaul or a subtle tweak, the right design changes can drive consumer preference. Here’s how they did it.
Gillette SkinGuard
Category: razors
Gillette SkinGuard won over 75% of consumers by decluttering the visual noise on its packaging. The brand introduced simplified photography, colorful, engaging accents, and green highlights to signal sensitive-skin benefits, while a larger image of the razor itself made the product the hero of the pack. One consumer noted that "the information was easier to read and better organized," and another added, “It’s easier to read the benefits of the razor.”
Skintimate
Category: razors
Skintimate conducted a masterclass in quickly conveying value, and achieved a 72% consumer preference as a result.. By prominently displaying all four razors, the brand used visual transparency to communicate quantity at a glance, leading one consumer to admit, "I know you are getting the same amount, but this makes you think that you are getting a better deal."
Bic Flex 3
Category: razors
Bic Flex 3 leans into a bold green palette and sensitive skin benefits, resulting in a 68% preference for the new design. By pairing this fresh color with a prominent "clinically proven for sensitive skin" claim, the brand moved away from the sea of blues typically found in the category. This deviation from the norm resonated with consumers, with participants highlighting that "the green feels fresh and modern” and “it is something different than the usual ‘blue’ color."
Edge
Category: shave prep
Edge proved once again that a simple sensory cue can go a long way. Adding an image of the shave gel removed the guesswork for consumers by providing a visual representation of the product. As one explained, "The picture on the bottle makes it easier to identify." Consumers also referenced updated fonts and colors, with one saying, “The font is bolder, and the colors are brighter. It grabs my attention quicker.” These targeted design changes secured a 67% preference for Edge.
Tree Hut
Category: shave prep
Tree Hut focused on the fundamentals of readability in their shave oil redesign. By increasing contrast and adopting bolder typography, the brand made product information easier to identify while leaning into a "whimsical and fun" aesthetic. The updates earned Tree Hut a 67% consumer preference for the new design. One consumer noted that "the font colors and overall packaging colors are much easier to read," while others praised the "friendly looking" design.
Nivea Men
Category: shave prep
Nivea Men emphasized sustainability by highlighting its biodegradable formula at the top of the package (with a bright green stripe for emphasis). Many consumers cited the claim, saying they “like that it is environmentally friendly” and “the green band makes the product stand out more.” Additionally, participants also mentioned the reorganized information at the bottom of the pack, with one saying, “I like that the benefit is listed first.” Overall, the new design garnered a 66% consumer preference.
These redesigns prove that packaging is more than just aesthetic choices—it’s also a powerful communication tool. With Designalytics Edge, you can dive into detailed, syndicated data across thousands of redesigns we’ve tracked across CPG categories. Explore the insights that will inform your next winning design.
