The clear craze was a marketing fad from the late 1980s to early 2000s, often equating transparency with purity. Inspired by Ivory’s ’99 and 44/100 percent pure’ campaign for bath soap, and by low-calorie or ‘light’ beverages, sodas were redesigned in the 1980s and 1990s as being free of artificial dyes, such as the caffeine-free and preservative-free Crystal Pepsi. Personal hygiene products were then relaunched as clear dye-free gels, and many electronics had transparent cases.
Gillette released versions of its existing deodorants and shaving creams in a clear gel form, which have continued indefinitely. Through the 1990s, the clear trend included transparent watches, staplers, calculators, handheld gaming devices such as the Nintendo Game Boy, and computers such as Apple’s iMac G3.
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The Daily Omnivore 