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Lip balm redesign 'fuels femininity'

Mentholatum updates the look of its Softlips brand of lip balms to appeal to a more contemporary and sophisticated female consumer, trending toward natural expression.

Pw 40323 Soft Lips 1

Introduced in the 1980s as a cosmetic alternative to traditional lip balm products, the Softlips brand of lip conditioners from The Mentholatum Company was a big hit with teens upon its launch, but as its customers aged, so did its blister-carded packaging.

“Graphically, the packaging was looking tired and lacked impact at shelf,” says Marcus Hewitt, chief creative director at Dragon Rouge, the brand and design consultancy tasked by Mentholatum to reposition the brand for growth. “The brand name itself was rendered in a dated script and sloped down off the pack. Artificial-looking ingredient illustrations were not communicating the style or functional benefits of the product. The graduated background coloring made the packs look faded.”

Mentholatum requested that Dragon Rouge develop a design platform that would appeal to contemporary, young adults and would reflect a positioning built around “fueling femininity,” Hewitt explains. Additionally, the lines—there are four in all, comprising more than 50 flavors—needed to be easier to shop, deliver impact on shelf, and enhance benefit communication (flavor, fragrance, finish, SPF protection, organic, etc.).

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