P&G’s Downy Simple Pleasures

The elements of fragrance, fabric, and fashion are uniquely intertwined in a new line of “fabric enhancers”: the Downy Simple Pleasures Radiance Collection from Procter & Gamble in a PET bottle luxuriously finished with metallic color for a cosmetic appeal.

To communicate a sense of pampered luxury for the Radiance product, P&G design managers and packaging experts worked from an existing bottle design used for the company’s Simple Pleasures fabric softener brand and evolved the container to convey a more updated, modern feel. The bottle, injection/stretch blow molded by a proprietary supplier, includes a rippling swath that encircles the body and neck, creating a silken fabric effect. Metallic bottle finishes of lavender, teal, and rose distinguish the three varieties, which are each capped with a two-piece metallic-gold, screw-on polypropylene pour-spout and dispensing cap.

Bottle decoration, applied via clear, heat-transfer labels from a proprietary supplier, includes abstract design elements resembling henna tattoo artwork that “create intrigue and invite consumers to experience the amazing breadth of scents.