International beauty brand gets new skin

Briefed to find a new refreshing and up-market concept that would stand out on over-populated retail shelves, the agency aimed to create a sophisticated, elegant look by using strong iconography combined with a French country feel. A combination of black and cream, with a touch of aqua and cerise were used to add to the exclusive touch.

"The strategy behind the range's redesign was to capture the up-market consumer's attention in amongst a massive array of international body beauty brands. To give the product immediate authority and high-street appeal, we chose to utilise French language in the product descriptors to synergise with the overall French country look," says Aardt Davidtz, brand director, Liquidlab.

"We designed a simple 'four letter in a block' concept, incorporating words relating to feminine pampering; body, wash, hand, room, soap and foam. We felt that this simple, yet striking result made it easier for consumer selection as well as when extending the range in the future," says Jo Pelissier, creative director of Liquidlab.