Featured image for NXT on NY Times

NXT on NY Times

by First name Last name on 03/05/2008 | 1 Minute Read

Editorial photograph

Great article from the NY Times called "A Package That Lights up the Shelf":

"ABOUT a year ago, when Jamie Leventhal was trying to convince big

chain stores to stock his new line of shaving gels for young men, a

buyer for Target asked a crucial question: How much would he spend on advertising?      

“I told him we would not spend a single dollar,” Mr. Leventhal said.

The

buyer was stunned until Mr. Leventhal pulled a prototype out of his

briefcase. The product, called NXT, is sold in an arresting triangular

container that lights up from the bottom, illuminating air bubbles

suspended in the clear gel. The plastic is tinted blue, and when the

AAA batteries in its base are lighted, the whole thing looks like a

miniature lava lamp or a tiny fishless aquarium." Continue reading over at the NY Times.