June 06, 2016
Makeovers Reinvigorate Two Brands
Two restaged brands have generated high hopes in the skin care and hair care categories.
The Cetaphil skin care brand has been revamped by Galderma Laboratories L.P., while Hain Celestial’s Avalon Organics skin care and hair care products have been repositioned by brand agency CBX. Cetaphil has undergone a full graphics and packaging upgrade to provide a more simplified shopping experience at shelf and improved portfolio differentiation, as well as clarity of product benefits.
…
Avalon Organics, one of the first brands to offer a full line of certified organic products, has been given a fresh perspective for a new era by CBX. The brand got its start when organic personal care products were mainly purchased by well-educated, high-income women in their 30s or 40s with kids, noted CBX managing partner Gregg Lipman. “Avalon Organics earned a reputation for offering the highest-possible quality personal care products” he said. “As the consumer has evolved, Millenial and Gen X women crave an emotional connection ‘beyond organic.’ It was time to clarify Avalon Organics brand story for today.”
To that end, CBX experts in branding, design strategy, and verbal strategy relied on extensive consumer conversations to reframe the brand with the personal care team at Hain Celestial. In addition to creating the new packaging, design, and nomenclature systems for Avalon’s five product lines, the team built a brand book, defined visual and verbal principles with expansive voice guidelines for use in social media and other communications, and conducted personal training to support writing around the new master brand.
Multiple research sessions by CBX revealed the extent to which Avalon consumers had shifted to what the CBX came to classify as “Modern Hollistics”—including contemporary Gen X or Millennial consumers who crave an emotional connection, in addition to caring about the safety and quality of the beauty products they use.
“It is always critically important to consider where a brand is in relation to culture,” Lipman said. “CBX’s research process engaged women in conversations about the role of beauty in their lives and focused on beauty-themed stories to discern the specific language that most resonated with them.”
The new products are available at Whole Foods Market, Target, Walmart, drug stores, grocery stores, and natural food stores, as well as at avalonorganics.com
What emerged was an appreciation for beauty that is beyond skin deep, Lipman related. It was really important to consumers “that it was deep, stable, and all-encompassing,” he said.
Originally published by Chain Drug Review
