One of those segments, tooth whiteners, is a $294 million market in the U.S. Recognizing the need for a novel approach to introduce yet another product in the whitening segment, Dr. Debra Glassman, a Manhattan-based cosmetic dentist, focused on brand name, package color, and the right distribution channel.
Glassman developed an advanced-whitening toothpaste and worked with MoxieTM, a New York-based package design firm, to develop a brand identity that emphasizes the paste's cosmetic benefits with a bit of "star power" and channel-specific packaging.
The brand is called Starbrite because "Everybody wants a celebrity star-power white smile," explains Glassman, whose clientele includes Jessica Simpson, Randy Jackson, and Usher.
Starbrite's proprietary formula includes Xylitol to prevent cavities and gum disease, as well as calcium peroxide to enhance whitening. But the packaging, developed by contract packager Sheffield Pharmaceuticals, focuses on the brand's cosmetic appeal to avoid looking medicinal or clinical. Starbrite paperboard folding cartons--coated, two-sided solid bleached sulfate low-density board--are printed bright pink and feature the Starbrite brand mark with a large silver star in place of the letter "a"--the symbol for the brand, says Tammy Vaserstein, MoxieTM creative director. Smaller silver stars function as design elements for bullet points and borders around the package.
Boutwell, Owens & Co. printed the outside of the carton using process colors with a silver Pantone color added with an aqueous coating to deliver graphic intensity. The inside of the carton is printed in a leopard pattern using process colors with aqueous coating.
This colorful, star-power package complements the signature pink-branded stores of Victoria's Secret. Starbrite carries a suggested retail price of $6.99 for a 4.2-oz tube. It will also be available at the Venetian and Wynn Hotels in Las Vegas.
By Jim George, Marketing & Design Editor, Shelf Impact!
Glassman developed an advanced-whitening toothpaste and worked with MoxieTM, a New York-based package design firm, to develop a brand identity that emphasizes the paste's cosmetic benefits with a bit of "star power" and channel-specific packaging.
The brand is called Starbrite because "Everybody wants a celebrity star-power white smile," explains Glassman, whose clientele includes Jessica Simpson, Randy Jackson, and Usher.
Starbrite's proprietary formula includes Xylitol to prevent cavities and gum disease, as well as calcium peroxide to enhance whitening. But the packaging, developed by contract packager Sheffield Pharmaceuticals, focuses on the brand's cosmetic appeal to avoid looking medicinal or clinical. Starbrite paperboard folding cartons--coated, two-sided solid bleached sulfate low-density board--are printed bright pink and feature the Starbrite brand mark with a large silver star in place of the letter "a"--the symbol for the brand, says Tammy Vaserstein, MoxieTM creative director. Smaller silver stars function as design elements for bullet points and borders around the package.
Boutwell, Owens & Co. printed the outside of the carton using process colors with a silver Pantone color added with an aqueous coating to deliver graphic intensity. The inside of the carton is printed in a leopard pattern using process colors with aqueous coating.
This colorful, star-power package complements the signature pink-branded stores of Victoria's Secret. Starbrite carries a suggested retail price of $6.99 for a 4.2-oz tube. It will also be available at the Venetian and Wynn Hotels in Las Vegas.
By Jim George, Marketing & Design Editor, Shelf Impact!
