It has taken Unilever experts over ten years of in-depth research to be satisfied with the results and to feel comfortable with launching their new NutriumMoisture™ technology. Now it is an essential ingredient of the Dove VisibleCare™ shower cream series and combines mild, innovative skin cleansing with lipids and moisturisers that already care for the skin while taking a shower.
Innovative products naturally require equally innovative packaging. Weener was commissioned by Unilever to develop the 2K hinged lid for the Dove VisibleCare shower bath and now produces it at its Wilson/NC site for the US market and at its parent plant in Weener/Germany for the European market. Unilever initially introduced Dove VisibleCare in the US before rolling out the product in Europe.
Weener is the development partner and producer on this global project. The packaging unit is upside down and entails especially high requirements for the injection moulding process since tightness must be ensured throughout the entire life cycle of the container.
Needless to say, tubes standing upside down must not rock backwards and forwards either, requiring a permanently planar cap. Furthermore, the cap comes with a twist-off function, something highly appreciated by end users toward the end of the product's life cycle. The curved closure is fitted with a finger grip on the body, which follows on as a second injection-moulded element in the lid. Particularly chic: the finger grip in the lid is not only moulded in a different colour but is also high-gloss, thereby giving a special accent to the otherwise matt cap surface. The seal is very easy to open and even closes single-handedly. The hinge is elegant and only protrudes minimally.
Unilever offers Dove VisibleCare in three versions, which are very easy to distinguish at the POS thanks to a colour concept.
Pre-launch testers gave Dove VisibleCare an excellent rating: 87% of the testers confirmed they would recommend the product to their friends and 86% would buy it for themselves, by company accounts.