If you browsed the physique wash aisle lately, you doubtless seen extra unique and sensory-stimulating choices, a lot of which hail from new or smaller manufacturers. Some product descriptions sound like tasty toppings from a five-star restaurant, with others evoking lush, Edenic landscapes: “Vegan Murumuru Butter and Rose,” “Hydrating Coconut Latte,” and “Rich-Lathering Silver Water and Birch,” to call just some. Many shoppers have begun to really feel that cleanliness should be a journey, not only a vacation spot.
Dove, identified for its high-quality formulations and moisturization advantages, has delivered superior private care merchandise for greater than 60 years. Despite being a class chief with years of double-digit progress and a high-performing package deal design beneath its belt, the model took a proactive method to design administration.
“It was 2018, and we hadn’t changed our artwork in about five years, so we were due for a refresh given the changing market dynamics. Consumers were expecting more in terms of sensoriality and naturalness from their personal care products, and there were a lot of new, emerging brands entering the market,” stated Margaret Merritt, senior world model supervisor at Unilever.
The rise of e-commerce has been a boon for challenger manufacturers who wrestle to safe distribution by brick-and-mortar retailers—and a thorn within the facet of established manufacturers now required to defend their market share from numerous new rivals. “Previously, our competitive set was defined by what you’d find in a Target or Walmart, but the shift to e-commerce included many more indie or beauty-store brands, and they were accelerating trends like premiumness and modernity. When consumers are shopping online, they don’t know if something is a mass brand or a niche brand—they just see body washes, and we needed to take that into account,” stated Marcela Melero, world model vp of Dove Skin Cleansing.
At a excessive degree, the model hoped to draw new consumers by an evolutionary design change that labored more durable to emphasise its premium nature, modernity, and moisturization advantages, together with an elevated sensory expertise. It additionally wished to speak extra about Dove’s values—akin to utilizing 100% post-recycled plastic bottles and abstaining from animal testing—on the again of the brand new package deal for shoppers in search of extra sustainable, moral choices.
Early shopper analysis carried out by the Dove group revealed one other alternative to increase its viewers, elevating consciousness that the model gives so many various variants, which may assist to seize shoppers in search of delicious scents or particular advantages. “Our preliminary research showed that many consumers thought we only offered three or four variants, whereas we really have 13. That was eye-opening,” recalled Merritt.
In late 2018, the Dove group engaged forceMAJOR, a Brooklyn-based design company, to steer its redesign initiative. As a model with deep roots, Dove had a number of distinctive belongings they deemed very important for defense—its brand, chook iconography, white background, and coloured caps—so a dramatic design change would have taken issues too far. The important problem revolved round higher expressing particular qualities whereas respecting the model’s constraints. How may the design higher spotlight the pleasurable expertise of utilizing the product?
“We took a lot of inspiration just from the world of beauty in general. We weren’t just looking at the packaging but at key visuals more broadly. How do brands express themselves when the product possesses a lot of textural qualities? How do they tell a really great fragrance story? Which photography styles enhance the communication of these attributes?” stated Michelle Mak, inventive director at forceMAJEURE.
The company explored alternative ways of staging the substances to make them really feel extra recent and evocative. While most shoppers don’t spend a lot time contemplating how imagery on a package deal involves be, the breadth of exploration is commonly astounding. “We can shoot a cucumber in 10 million ways, and consumers will take away different sensory impressions. Should the cucumber be fresh or frosted? Diving into cream? Immersed in water? Should it have more leaves? Should the slice have more transparency to it? All those details are very important. And then we also have to consider what consumers will see in the store from 10 feet away or while browsing Amazon on their screens,” defined Laurent Hainaut, founder and president at forceMAJEURE.
Changes to the design’s structure made the images really feel extra dynamic—typically bursting into the scene from the appropriate somewhat than being confined to the middle. “Before, the ingredient imagery was trapped. By moving the copy to the left side, there’s room for the photography to flow upward and to the right. That’s analogous to what happens in the shower; the fragrance blooms when you open up the bottle, and the lather expands—it’s not a contained experience,” famous Melero.
In addition to reinvigorating the ingredient imagery, the group made just a few noteworthy modifications to the copy on the package deal. They assigned a carefully-selected profit to every variant, akin to “revitalizes and refreshes skin” for “refreshing cucumber and green tea,” and “calms and comforts skin” for “relaxing lavender oil and chamomile.” The color-block housing every profit descriptor echoed the cap coloration, fantastically balancing the structure whereas reinforcing that every product gives one thing a bit completely different.
The mixed impact of the brand new images and duplicate had a dramatic impression on the model’s communication. When requested about whether or not the previous or new design higher conveyed important attributes within the class, shoppers famous that it demonstrated huge beneficial properties on “leaves skin moisturized,” “high-quality,” “made with real ingredients,” and “helps me smell fresh,” in keeping with analysis by Designalytics.
In early 2020, the brand new design hit retail cabinets, incomes the model incremental distribution and triple-digit family penetration beneficial properties. The model additionally noticed higher engagement throughout all key audiences, together with Hispanics, African Americans, Gen Z, Millennials, and Boomers. And it’s no marvel: When requested which design—previous or new—shoppers would favor to buy, 74% chosen the brand new design, in keeping with Designalytics’ evaluation. During the six months following the launch, the model skilled double-digit gross sales progress in comparison with the identical interval throughout the prior yr.* “We led the category in dollar share growth—growing five times more than our nearest competitor. Moreover, we’ve seen record share growth, exceeding 20% in the body wash category for the first time,” stated Merritt.
The success of Dove’s redesign is outstanding—not only for the staggering gross sales outcomes however for the model’s bravery in making a change in any respect. According to Designalytics’ class evaluation, the earlier design was a top-performer within the unisex physique wash class, and the brand new packaging set a good greater benchmark. While most manufacturers on this elevated place would have decided that any enchancment could be unlikely and never well worth the danger, Dove as an alternative centered on the upside potential of design—and made a clear sweep in market.
“Bad design is a risk factor, but design, in general, is not a risk factor,” quipped Hainaut. Dove exemplifies this reality: When efficient, strategic design choices get made, gross sales soar.
*IRI, whole U.S., multi-outlet, newest 26 weeks ending 8/9/2020, in comparison with the identical interval throughout the earlier yr. Data impacted by Covid-19 has been adjusted to account for anomalous procuring tendencies that skew year-over-year comparisons.