Michael Roller

The New Renu

We’ve always used Bausch + Lomb’s renu contact solution, so I was excited to see the packaging refreshed with new graphics in a clear, textured bottle. As a product, in hand, it’s great. However, there are a few things holding it back from being a truly great piece of strategic aesthetics.

Everything about this bottle felt immediately like a good move on B+L’s part: the clear bottle and friendly graphics are disruptive in a category filled with competition struggling to straddle the healthcare and CPG worlds. Pentagram, the agency handling Bausch + Lomb’s new identity, seemed to find category balance in part through the addition of a nice serif typeface. For more background on the graphic design, read about the work on Pentagram’s site or from the critics at Brand New. Beyond the graphic aspects, selecting a transparent PETE bottle over the opaque HDPE one gives B+L a better sensory experience. The thinner walls of the new bottle make it easier and enjoyable to squeeze. A slight texture prevents it from feeling too stock, and it probably helps a little bit functionally. Finally, a clear bottle works well in the store because shoppers like to see the product they’re going to purchase.

However, all the advantages of packaging contact solution in a clear bottle are erased by the paper box that covers it up. I’m not sure if this is a regulatory issue or if it’s an unwritten rule for the category, but every bottle of contact solution comes in a secondary box (image courtesy of The Dieline). Regardless, Bausch + Lomb may have missed an opportunity for more disruptive innovation and more category leadership. Clear bottles typically cost more than the opaque ones, so why invest the money if it’s not going to help the brand stand out in the store? On the other hand, one could substitute a clear acetate box for the paper one in order to celebrate the bottle inside. It would be a bigger investment, both to spec a clear box and to spend time working in a more integrated manner to make the entire package work together. This example, much like the Dove Go Fresh bottles, indicates that achieving good design today is much more of a management challenge than an aesthetic one. I’m confident Bausch + Lomb will have success despite some of these details, but I think the payoff would have been bigger had they achieved a more holistic vision of how they want people to experience their products.

Tags: packaging, strategic aesthetics

3 Comments to The New Renu

1. 

   It’s certainly starting to seem, these days, that the biggest challenge for design isn’t coming up with the vision for the product, but communicating that vision to everyone involved at the company and getting them to work toward the same goal.

   I don’t think it’s a regulatory issue. I checked the FTC website, and the most relevant article only calls for tamper-evidency–and a sealed paper box is considered insufficient for that purpose. (http://www.fda.gov/ICECI/ComplianceManuals/CompliancePolicyGuidanceManual/ucm074391.htm)

   You’re probably right about it being an “unwritten rule for the category” (I’d guess ‘Wal-Mart wants it that way’), though there’s one other possibility–stacking. The enclosure on the ReNu bottle would make it impossible to stack without the paper box present; perhaps that issue’s impact on the supply chain was judged to outweigh the benefits of exposing the bottle on store shelves.
Alex Androski on June 6th, 2010
2. 

   I’m surprised with the switch to a new clear bottle (from the previous opaque) a direction wasn’t followed to allow light into the bottle.
   A simple hole on top (fit into the design) and a matching slot front and back (all of which stay in the tamper proof category as they wouldn’t allow removal of the product).
   Then corresponding the “crest of the wave” on the front with the typical fluid flow level would be visually interesting.
   Picking up the bottle would slosh the fluid and generate visual interest for the purchaser.
   In all likelihood though, the cost of incorrect die cuts and the grabbiness of the slots would create far too much loss, and thus the regular box.
   Definitely an improved solution, well done.
Fred Schechter on June 7th, 2010
3. 

   Couldn’t agree more.

   I’m glad you’re showcasing this redesign!

   I usually just buy the cheapest name brand lens cleaner and renu happened to be on sale. My first reaction was “finally a box that isn’t offensive”; in fact, it was actually calming. I like that.
   When I opened the box (which I feel is as necessary as toothpaste boxes–not), I was ecstatic to see the gorgeous bottle. I remember even running to my roommate to show him. Now that’s good design.
Aaron Kurosu on June 23rd, 2010

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