“Gillette wanted the ‘wow’ factor for the package,” said HLB's Senior Vice President of Design. “It’s the reinvention of a time-tested classic, the aerosol antiperspirant can. Every other manufacturer has the same offering: an aluminum can that requires users to remove an overcap and press an actuator at the top. No other can looks like the Xtreme Cool Spray can.”

The Xtreme Cool Spray literally redefines the packaging design for products in its category. The ergonomics create comfort, simplicity and speed. The finger-trigger is sized for the pad of a man's index finger, and is ten times larger than typical spray nozzles. The location of the trigger paired with the size and shape of the bottle creates a natural position of the wrist, trigger finger and hand. The user is in position to spray instantly and go.

“If you watch a man use the typical underarm deodorant spray, it’s a complicated process,” he added. “He has to pick up the can, pop off the cap, position the can under his arm, and lift one arm over his head before spraying. It seems like it should be a simple thing to do, but it really isn’t. With our can, it’s a simple, one-step application.”

The AmeriStar Package Awards honor the best packages of the year. Entries were judged based on package innovation, protection, economics, performance, marketing, and environmental impact. The awards were presented at the Pack Expo Las Vegas trade show on September 27 at IoPP’s booth. The 2005 winners will also be displayed at the Packaging Summit Hall of Packaging Excellence from May 16-18, 2006.