As a naming strategy, that type of brand-name casts a pretty wide net. “That look” sounds specific, but it might also suggest any look that a consumer happened to have in mind.
According to an article in AdAge, “That Look” was marketed as a “youth-oriented shampoo.”
The teardrop shape of this white PVC container for Bristol-Myers’ That Look Shampoo container complements the sloping contour of the white closure. The paper labels are applied to indented panels on front and back.
Industrial Design, 1967
Also worth mentioning: fluorescent colors on label…
Blow-moulded vinyl bottle for shampoo. Label printed in black, fluorescent pink and orange.
What might that look like? Since the product wasn’t on the market too long, there don’t seem to be any examples of the vintage bottle for sale on eBay.
See my simulated guesswork, after the fold…
It’s possible that I have the coloration wrong and “that” was really fluorescent orange and “look” was the fluorescent pink, but I don’t think so. Then again, I’ve stipulated before to an early 1960s delusion that I could correctly identify colors on black and white television. (See: Trix Cereal X-Ray Pack)
Despite the stylish package design, That Look shampoo’s launch was not a success…
Simply spending money on research and development does not guarantee that a company will be successful. This is best illustrated by the experience of the Bristol-Myers Company, where between 1964 and 1971 10 new products failed. The list includes Fact and Vote toothpastes; Resolve (a competitor of Alka-Seltzer); Adulton cough medicine; Trig deodorant; Score hair preparation; That Look shampoo; First, hand lotion; Dynalife, a men’s hair preparation; and Duramex, an analgesic.
David J. Rachman, Marketing Strategy and Structure
See also: 6 Droplet Shaped Bottles