Brand revolution – Delivering award-winning design for one of the world’s leading beauty companies.
Challenge
To build the big buzz necessary to grab national retail placement for Alberto Culver’s new line of natural facial care products.
Insight
Alberto Culver knew they had to respond to consumer trends and a category shift towards natural and organic skincare. Based on consumer research, our response targeted the natural sensations associated with key product formulations, and the sensory benefits that created the kind of emotional response that demands trial and maintains brand loyalty. This culminated in impactful positioning around the concept of natural science.
Solution
Kaleidoscope knew that this line, under the St. Ives brand and with an elevated price point, needed a powerful name and a compelling package design to really win at shelf. Through collaborative interaction with the Alberto Culver team – we delivered.
It began with the name Elements. And from this initial inspiration we redeveloped a St. Ives-focused design strategy. The smart use of white space, in combination with organic visual cues, delivered a design that successfully communicated exactly what the product inside would deliver – skincare with naturally fresh and clean results. This gave Elements a unique retail presence, with the power to gain display and incent consumers to purchase.
Result
The Elements line and its design refreshed the St. Ives equity, without losing the personality of this long-standing brand. It also created media buzz which garnered the attention of the beauty press. Consumer response was extremely positive, sales projections were exceptional, and retailer reviews – excellent!
