New look makes selection easy

The company's range of hair removal products for legs, face, underarms and bikini now features different colours for the various products, making the consumer's choice of product much easier to identify and select.

James Byrne, CE of company's manufacturer, Lee-Chem Laboratories, says, “After conducting extensive research, we decided on a choice of new colours that will appeal to our users across the spectrum. Because our products are used by a broad range of girls and women with different needs, it was essential to ensure that the new packaging speaks to all of our loyal users – from the first-time home waxer, to the more mature woman who has been using our products since she first starting waxing her legs as a teenager.”

“We've used different colours for the different products in the range, which makes choosing the correct product quicker and simpler. In addition, the new logo is more reader friendly and will appeal to younger buyers as well as the more mature.”

Particular care has also been put into ensuring that the instructions for each product's use are clear and unambiguous.

The rebranding process took over a year, with Lee-Chem going through various states with consultation from strategic consultant Andrew Rall of Agile Solutions and TNT DZine. From there, Lee-Chem's creative brand manager Ashleigh Hartley, took it further.

Lee-Chem also conducted in-depth research groups with its target market, which was done directly by Lee-Chem.