Package of the Week

The importance of wearing sunscreen on a hot summer day is well documented, but it's not always so easy to apply it to hard-to-reach places. Recognizing this consumer pain point, Neutrogena developed its FullReach packaging design, which helps provide an evenly distributed amount of sunscreen — wherever it's needed. The cylindrical spray canister is outfitted with a bright yellow lever, that when pressed, expels a broad stream of the product inside. And as clearly called out on the package, it "even reaches your back." From a visual standpoint, the crisp text and vibrant color scheme draw the consumer's eye to the important attributes they look for in a sunscreen, such as the SPF. Have you seen a package that combines innovative structural and graphic design? If so, contact Sara Dunn at

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