Sensodyne’s new package design brings out the “WOW” in stopping power. Created by GlaxoSmithKline Consumer Healthcare’s Global Packaging Team (PacXperience) and their collaborators, it is the first oral health care brand to use cutting-edge Fresnel lens technology to create dramatic results. The combination of deep embossed Fresnel lens and positional control through the lamination process allows the printer to register their inks to the lenses to create a unique 3D brand identity. Fresnel lenses have been used in packaging applications as random designs but never in discrete areas aligned with such tight print to register. This unique process enhances shelf appeal and helps Sensodyne stand out in the oral health care aisle.