Reckitt Benckiser - Lysol, Healthy Touch, Product Design and Packaging Design

Reckitt Benckiser: Lysol

Healthy Touch

Challenge:

Responding to consumer trends in home hygiene, Reckitt Benckiser had identified an opportunity to extend its Lysol and Dettol brands into the personal care category by offering a no-touch handwash dispenser and asked KD to help conceptualise and realise an integrated product and packaging solution. The project challenges were to make the product relevant and convenient to consumers, with a device and consumable cost which delivered business value to Reckitt Benckiser.

Solution:

The product comprises a compact, battery-powered dispensing device which cleanly delivers a measured dose of liquid soap when the user places their hand under the nozzle. The consumable, with its unique form offering distinct shelf-presence, plugs into the device and remains visible to communicate the product type and fragrance, as well as providing use-up cues. The product form is distinctive, yet sufficiently neutral to support two different brands, and is equally applicable to bathroom and kitchen settings.

Results:

Launched in the US and UK markets in 2010, the uptake from trade and consumers has been extremely strong with the product rapidly establishing itself as one of Reckitt Benckiser’s most successful product launches in recent years. In February this year, the Wall Street Journal reported that “the highest hopes of the company this year are pinned on the automatic hand-soap dispenser from Lysol” and that innovations like it are “a primary reason that European consumer-product company Reckitt Benckiser has managed to keep growing through the recession”