Sensodyne Rolls Out 3D Packaging on New Toothpaste

Posted3.9.2011by Karla Rivera

GlaxoSmithKline has unveiled Sensodyne Repair and Protect, a toothpaste that works to protect against pain by forming a protective layer over the teeth.  The new product is featured in a 3D package, created by the brand's in-house design team, Blue Marlin.

The toothpaste is the first to use Fresnel lens technology in its packaging design, creating a realistic holographic image on the box's flat surface, according to Packaging Digest.

"Repair and Protect is a massive breakthrough in toothpaste so we set out to achieve packaging that could communicate the product['s] promise in a few seconds, even from a distance," said Simon Ritchie, packaging design and ideation director of GSK's Aquafresh and Sensodyne futures teams.

"It also needed to explain the proposition and engage the consumer when examined closely," he added.

The packaging is inspired by Augustin-Jean Fresnel, a French physicist who used lenses in lighthouses in the nineteenth century to make images that were completely flat appear to have depth, the source reported.