Unilever achieved another important objective besides increased sales and reduced production costs in the redesign of its Suave Professionals and Suave Naturals packaging. Research conducted after the redesign confirmed that the new packaging has heightened consumer perceptions of the brand.
By Jim George, Marketing & Design Editor
Follow-up quantitative research on the Suave Naturals line offers several insights. Viewing the products in the new Suave Naturals bottle, consumers responded that:
• Their overall impression of the package design was 17% higher than with the previous design.
• Their quality perception of the product inside the package increased 25%.
• Their perception of the brand, when scored on the "premium look" attribute, improved 18%.