Dove enlisted a team of agencies, The O Group and Cunning Communications, to create word of mouth buzz about their new product, Dove Ultimate Visibly Smooth Deodorant, which reduces the look and feel of underarm hair. The O Group was asked to design a high-end
package that would be sent to prominent influencers in the beauty industry. The kit needed to sleekly deliver a product sample along with an informational guide and USB drive.
The package’s design picks-up on a visual element that was being used in other campaign materials — a soft gradient from pink to white. The gradient represents the transformation to smoothness that will be experienced when using the new product. A clear acetate slipcase houses the box and has the pink gradient printed on the top. A gradient running in the reverse direction is printed on the lid of the box. When the kit is closed, the opposing gradients form a solid pink surface. When the slipcase is pulled off, a visual transformation from pink to white occurs and the Dove mark is revealed.