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FURminator Pet Shampoo

Barking up the right tree.

Most pet shampoos focus on formulas, with packaging merely an afterthought. United Pet Group believed its premium FURminator hair care products for dogs, already a popular product line, could gain competitive advantage by paying greater attention to packaging details. Its refresh did just that with both retailers and consumers.

Going in the opposite direction from generic pet shampoo bottles, designers recommended a slender-waisted bottle; the pinch grip, enhanced by a scored texture finish, allows shampooers—typically female, according to research—to grab, open, and apply the product easily with one hand while holding a wet pooch in the other. The custom high-density polyethylene container and stock polypropylene closure were matched to the distinctive FURminator brand and label colors for easy identification on store shelves.

By emphasizing quality as well as utility, the line produced higher product placement with virtually every retail chain. Since the new package debut, unit sales have exceeded projections by 80%.