GlaxoSmithKline has just launched Sensodyne Repair and Protect, which uses breakthrough technology to go beyond pain relief and repair sensitive teeth by forming a protective tooth-like layer, in stunning 3D packaging. The beautiful livery is the result of close collaboration between the healthcare giant’s in-house design team, design partner Blue Marlin and specialist suppliers.

Repair and Protect is the first oral care brand to use cutting edge Fresnel lens technology in its packaging, which creates amazingly realistic holographic images on flat surfaces. The result is dramatic, beautiful and a bit mind-boggling. The holographs illustrate the benefits of using Repair and Protect and how it works in a visually arresting and highly impactful way.

Based on technology originally created by French physicist Augustin-Jean Fresnel for lenses used in lighthouses in the early nineteenth century, the Fresnel lens creates images that appear to have depth, but are completely flat. GSK worked closely with laminates specialist API and Chesapeake to bring this fascinating packaging development to market.

“The images are captivating at a distance and intriguing close up,” comments Blue Marlin Bath creative director Chris Hart. “The holographs make you want to pick up the pack and run your fingers over them.” The independent, integrated branding and design group created graphics for the groundbreaking new product. Blue Marlin also created new packaging for Sensodyne’s Rapid Relief variant, which launched last July, and its core range, which went on shelf in the first quarter of this year. Blue Marlin has been GSK’s design partner for eight years.

Sensodyne Repair and Protect contains a breakthrough calcium formula that represents a massive leap in dental technology. Originally developed to help stimulate bone regeneration, the formula will not just stop the pain of sensitive teeth, but continually protect and repair the sensitive areas.