Nestle's Glowelle cosmeceutical looks good in glass

The brand's high quality positions it for sale at upscale department stores such as Neiman Marcus (and at neimanmarcus.com) as well as at Bergdorf Goodman. During its design, that meant the primary packaging had to convey a premium image. Glass's characteristics of purity, quality, natural sustainability, and ability to create a premium image for a brand made a glass container the ideal package choice, according to Nestlè.

Nestlè relied on the help of Vitro Packaging, Inc. to commercialize the glass package. The simple, yet elegant, tapered 8-oz bottle is supplied through VitroSolutions and decorated via the Applied Ceramic Labeling process. It makes glowelle a package of beauty in the emerging $1 billion/year cosmeceutical marketplace.

Vitro screen-prints the bottles in two colors using ACL. Vitro and Nestlè were involved in the bottle design. KU Productions assisted in the graphics design. The caps are from Crown and are tamper-evident--sealed around the neck using a shrink band.

Designer Ken Ussenko says the intent of the female-focused product was to create an elegantly simple graphics design that was appealing and nonintimidating. "My task was to get people to pick up the bottle and look at the ingredients and see all the good things that are in it," he says. "At the price point, I did not want it to come across as a perfume or have a look that was borderline clinical. I wanted it to be welcoming and fun for the everyday woman." One detail that helps do that: A starburst element inside the "O" of the vertical glowelle logo makes it look like a flower.

Glowelle's suggested retail price is $7 per bottle. A seven-day supply of the product in powdered form in stick-packs is sold in a purse for $40, and a 30-day supply of the stick-packs in a box is $112. No further details were available on the stick-packs at press time.

--By Rick Lingle, Contributing Editor