| Lacto Calamine
2010 REBRAND 100 Winners > notable
Industry: Personal Care Products
Component Rebrand
Country Base: India
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Lacto Calamine, owned by Piramal Healthcare, is a legendary brand with over 20 years history. It had built solid equity as a trusted skincare solution provider.
Challenge - Over the years, there has been a shift in the users' perception of the brand - from a skincare solution provider to “Do Good” skincare product. Also a major shift in the users' exposure to skincare products as this category has evolved to pack in huge number of products, formats & skus. The brand needed to be aligned to its perception and positioned in the cosmeceutical skincare space. The naming and positioning needed to be aligned to its audience.
Strategy - After an in-depth analysis of the equities of Lacto calamine, we realized the limitation of the brand name (ingredient descriptor) that makes it difficult to launch products that do not contain the specific ingredients. An iconic beauty statement was built by playing up LC. In future, LC would be the umbrella under which multiple products would get launched. As a first phase, the products will come with LC and the name Lacto Calamine. Eventually, they will carry their own category specific name under the LC umbrella. Key equity elements were designed for a strong shelf presence.
Result - First phase was re-launched of Classic & Aloe variant followed by other relevant skincare products under each of the pillars for different skin-types.
Credits:
Client: Piramal Healthcare - www.piramal.com
Brand Strategists/Designers: Elephant Strategy + Design - www.elephantdesign.com
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