Packaging trends have deep roots in dental; unit-of-use and other currents in medical packaging are strong in the dental niche—both professional and OTC

Food & Drug Packaging, April, 2005 by Pan Demetrakakes

OTC: Looking good

OTC dental products share some of the packaging requirements of those used by professionals, such as product protection and a trend toward single-use portions. But as consumer products, their packaging also needs to De attractive and to promote proper use of the product.

Some of the most elaborate packaging to be found on the dental shelf these days belongs to whitening systems. These products are marketed as an alternative to expensive whitening treatment in the dentist's office. They're cheaper than professional treatment, but they're not cheap: Oral-B Rembrandt Whitening Strips from the Gillette Co. retail for $29.99.

Packaging for such systems seeks to make them as easy as possible to use--and, often, to promote cross-branding. For instance, Crest Night Effects from Procter & Gamble involves a regimen that requires consumers to apply a gel to their front teeth every night for 14 nights. Each night's gel is packaged in a separate tube, and 14 applicators with tiny brushes are included.

The gel tubes and brushes are in a thermoformed tray with flexible lidding. The tray is inside a paperboard carton, with a fold-over flap held down with reusable adhesive. A promo version of the system has this carton inside a larger paperboard carton, along with a tube of Crest Dual Action Whitening toothpaste.

Oral-B Rembrandt Whitening Strips use a different application method--and different packaging. The flexible strips, saturated with whitening agent, fit over the consumer's front teeth. Each of the 14 strips is in a thermoformed pocket, lidded with metallized paper. The strips are bagged, seven apiece, inside a couple of film pouches. The pouches, along with an instruction leaflet, go into the secondary packaging: an oval composite canister with paperboard sides and plastic top and bottom.

Flashy floss

Less elaborate OTC dental products also are using packaging to make things easier for consumers. The Reach Access Daily Flosser from Johnson & Johnson comprises a long handle with disposable snap-on heads. A piece of floss is stretched across the prongs of the U-shaped heads. The idea is to enable consumers to floss who find it hard to wind long strings of floss around their fingers.

The handle is packaged in a manner similar to razors: It comes in a snap-together peg-gable thermoformed tray and rests on a paperboard card. A dome in the tray highlights the disposable head. A second card covers the bottom; on it are printed directions visible from the back. Along with the handle, J&J markets replacement heads in similar packaging. Inside a thermoformed tray are compartments, each with seven heads.

Dental products have some unique packaging requirements, but they also share many packaging needs with other medical products--indeed, consumer products of all kinds. Single-use, extra convenience and other mainstream trends probably will continue to guide dental packaging.

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