Procter & Gamble Herbal Essences
2006 REBRAND 100 Winners > best of awardsIndustry: Cosmetics and Toiletries - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - Herbal Essences is a global hair-care brand sold in mass retail, known for its natural, botanical heritage, powerful scents, bright colors and translucent packages. Challenge - Herbal Essences’ overused orgasmic ads had become anti climactic. Consumers enjoyed the product scents, but at shelf they had difficulty finding the right products to fill their hair-care needs. Facing irrelevancy and D-listing in the marketplace, the challenge was to get rebranding on shelf within 12 months time. Strategy - Designing for a spontaneous and optimistic Gen Y audience, LPK created a contemporary, high-performance hair-care brand that suited Gen Y’s altruistic and experiential personality. Utilizing the brand’s strategy of ingredient fusions and consumer research that called for attention-grabbing, uncomplicated, color-coded collections, design started from scratch. Retaining only the brand’s heritage “green,” LPK built a new brand architecture, identity, shape, design, naming strategy and language—all of which communicated a new and different product that presented consumers with unexpected fusions and generous hair-care benefits. Result - Launched in 2006, three of the top five customers increased Herbal distribution by over 25% and four times as many displays were shipped versus any past launches. In the first three months, Herbal Essences experienced a 6% increase in overall volume share and a 9% increase in volume share with some customers. Credits: Client: P&G Herbal Essences - www.pg.com Brand Strategists/Designers: LPK - www.lpk.com Design/Lead Creative Director: Nathan Hendricks Client Services/Lead Brand Account Leader: Amy Steinmetz Copy/Lead Senior Copy Writer: Matt Moses Production/Lead Production Director: Paul Mason [back] |
