our work
Lactacyd
How we changed the perception of LACTACYD fem care from a taboo product into a modern personal care brand?
…or how we inhaled confidence & lifestyle into the fem care category?
Background: Fem Care = Taboo Zone
LACTACYD is the biggest fem wash brand in the world but lost relevance over the years due to lack of brand story, low impact what lead to decline in market share. However, fem wash evolved from a taboo category to a self-confident almost life style category, breaking old ties.
Objective:
How do we bring out the unique product story of lactic acid and lactoserum prominent and assure shelf appeal and impact across the region. Thailand, Indonesia, Vietnam, Malaysia, Singapore and the Philippines were the key markets during this project.
Big Idea
Break the Taboo, by adding confidence and lifestyle!
We created a logo holding shape in form of a milk drop to visually feature the lacto acid ingredient strongly to the brand.
Range Architecture & Varianting
Retail Check: Visibility & Navigation
Brand 360: Lifestyle & Confident – nothing to hide!
The Result:
A confident look and feel with a lifestyle appeal of a modern personal care brand – nothing to hide…
A 15% growth within the launch period across all countries and very happy Marketing teams.
Inspired? Would you like to discuss a brand relaunch, a brand architecture or portfolio harmonization project? Are you in need of a redesign of your brand logo or are you planning to reposition your brand and need help on the strategic aspects or the execution of the brand design itself? Need an expert in the fem-wash category? Or just looking for a packaging design solution that leverage strong assets that can travel beyond a pack and create a consistent visual brand identity look across a range of touch points?
