Gillette packaging
Release time:
2025-04-18
No scissors are needed. The blister design is easy to open. Consumers can use a slight pressure to break the perforation on the thermoformed blister and then fold back the upper part of the packaging.
Requirements
As a global company specializing in product and packaging design innovation, Gillette requires a packaging solution that can protect the razor and its components, be eye-catching on store shelves, and be easy for end consumers to open. The final packaging also needs to have good sustainability, a high degree of automation, eliminate the injection-molded tray components in the early packaging, and have a flexible shape to be used in future product lines.
The solution
The packaging design for Venus & Olay is ingenious, employing previously untried tooling and innovative thermoforming technology, far exceeding expectations. The entire packaging set combines an external thermoformed blister package with an internal thermoformed tray (designed and manufactured by Placon), as well as card inserts and a rigid lid.
The blister packaging, specifically designed for both functionality and aesthetics, features a unique easy-open feature. Consumers can slide out the inner tray without the need for scissors or other tools. By placing their fingertips in the molded openings on the back of the package and tearing along the perforated line on either side of the opening, the package opens on three sides. Consumers can then bend the upper part of the external blister backward and slide out the inner tray. The inner tray contains cavities thermoformed on both sides of the tray, with built-in retention mechanisms securely holding the razor handle and storage device on one side and the razor head on the other.
The new design eliminates PVC in the packaging and internal injection-molded components. The transparent outer plastic blister is made of PETG, and the inner thermoformed tray is made from recycled PET rolls of Placon's EcoStar brand. Compared with the previous Venus series, the redeveloped packaging now uses over 29% less plastic.
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