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 has to work hard to communicate the brand, benefits, and the consumer experience—not just look pretty. From reinforcing existing benefits to leaning into brand equity, these five personal care redesigns show how changes (big and small) can influence consumer purchase preference.
This strategic update reinforced the brand’s whitening promise by making it sparkle. In addition to adding the word “sparkling” to the package, the brand added a shimmering silver border that consumers called “fun” and felt added a “touch of whimsy.” As one consumer put it: “The sparkly packaging makes me think the toothpaste will make my teeth shine.” The more prominent “removes 5 years of deep-set stains” call-out also resonated. Overall, the new design won over 73% of consumers.
It’s a helpful rule of thumb: If your brand has equity in a particular design asset, lean into it. Nivea’s switch to a deep-blue package was the main reason 62% of consumers chose the new design. They felt the new bottle was sophisticated, premium, and “distinctly Nivea.” One consumer summed up the overall feelings well: “I like how easy it is to tell that's a Nivea product.”
Aussie’s latest redesign for its Miracle Moist shampoo shows that even minor changes can significantly improve consumer purchase preference. The simpler typography made the product name and benefits easier to read and understand, and several consumers noted that the splash illustrations “emphasize the moisture benefit.” The addition of a “for all hair types” also contributed, as it made it “easy to know if it will work for your hair.” All told, 70% of consumers chose the new design over the previous one.
Communication has an 88% correlation to directional in-market outcomes, and Olay communicated extremely well with the redesign for its Ultra Moisture Body Wash. The “24/7 moisture barrier repair” callout in particular seemed to be extremely effective. Overall, 63% of consumers preferred the new look, and many of them referenced that benefit as the main reason for their choice.
The redesign for Secret’s clear gel deodorant focused on sensory cues, winning over 61% of consumers in the process. The brand replaced the previous bright blue with a softer purple and “frosted” blue background, as well as more prominent sensory imagery. In the case of the lavender variety, consumers preferred the new floral image and “relaxing” messaging.
Unfortunately, there’s no single formula for improving packaging performance—each category and design is different. With a subscription to Designalytics’ syndicated design research, you can see how real-world redesigns in your category fare with consumers, explore qualitative and quantitative insights, and identify opportunities to outperform your competitors.