Private View: Vaseline Intensive Care Deep Restore body lotion

Beena Dharod, assistant general manager for packaging and production, Topps India Sports and Entertainment Company​

Vaseline has re-launched its Deep Restore body lotion with a new smart pump.

The lotion is packed in a blow moulded HDPE bottle adorned with a multi-coloured flexo film label, which has a foil stamping. The clarity of the label provides an no label look to the container.

The new smart pumplocks easily when turned 90-degrees, which enables the bottle to offer easy product disposal.

However, though the pump is supposed to offer consumer convenience, the instructions aboutwhich direction to use the pump should have been mentioned on the package.

This would have added more sense to the entire smart packaging 

Sujit Ghumkar, packaging technologist

The Vaseline body lotion bottle is an iconic design. And the shape itself is a trademark of the brand irrespective of the variant or colour of the bottle.

The addition of the dispensing pump has further added to the consumer convenience. In addition, the label as a tool for decoration is a good aesthetic choice along with the graphics printed. The artwork is subtle and very informative.

Hence, it is an excellent example of semiotics in packaging. An adverse feature in the product design is the symmetry or shape of the pump.

At a first instance, the consumer might be mistaken with the location of the dispensing orifice.

An indicative feature on the pump head would have facilitated the ease of usage to the consumer.