The story behind the Gillette Venus Snap Blister!

The Venus Snap™ packaging was described as a thermoforming breakthrough when featured on the cover of Packaging World. “In fact, it’s as if the little shaving device itself is perched on top of the plastic thermoform.” Pat Reynolds, VP Editor – Packaging World

The Gillette Venus Snap packaging features the patented think4D technology to provide a life like representation of the innovative mini razor on the front of the package. Engineering concepts envisioned a smaller, lighter package with reduced complexity, reduced materials and simplified manufacturing. The end results delivered on this vision, the snap packaging is cost effective and environmentally responsible. The Gillette Venus Snap packaging uses 73% less plastic than previous Venus Packaging has a 27% overall weight reduction and a 53% reduction in packaging materials resulting in more densely packed pallets for distribution. The combination of design elements, material selection and choice of new technologies deliver a very small, strong and efficient package. This combination also delivers substantial manufacturing savings in time and materials. The elimination of inserts and reduction of packaging components minimize the size, weight and complexity; thus delivering cost savings and a substantial reduction in the package’s carbon footprint.

The structural design uses a dome shaped trapped blister with paperboard and PET material to make a strong, lightweight and completely recyclable package. The snap package includes: 1 razor, 1 cartridge and 1 reusable portable compact. The reusable portable compact is manufactured in semi transparent designer colors. The mini razor is placed inside this portable compact to keep the packaging footprint small; however, the razor itself is not directly visible. Gillette selected think4D technology in order to showcase a true to life representation of this innovative mini razor on the front of the package. The sculpted mini razor, visible on the outside of the package is formed and printed in precise registration to detail using think4D technology. This sculptured detail also provides structural strength, adds shelf appeal and encourages consumers to feel the package. The think4D technology creates a tactile, multisensory, consumer experience, leveraging the memory effect of sensory branding.

The Gillette Venus Snap is a holistic package; it eliminates the need for packaging inserts and labels, streamlines manufacturing, automation and the supply chain and provides a stronger, lighter package with tons of innovation and shelf appeal. A very close collaboration between Procter & Gamble Principal Engineer – Mike Marcinkowski and think4D Inc. was required in order to bring this innovative packaging to market on a mass scale without interrupting existing automation or process. Delivering on the vision, the Gillette Venus Snap packaging is cost effective and environmentally responsible, uses 73% less plastic than previous Venus Packaging has a 27% overall weight reduction and a 53% reduction in packaging materials – by minimizing the size, weight and complexity we were able to help bring a new product to market with cost savings and a substantial reduction in the package’s carbon footprint.