Mentholatum puckers up with new packaging and marketing campaign

By Pooja Kondhia

- Last updated on GMT

Related tags: Marketing

The Mentholatum Company has refreshed the packaging for its lip care range Softlips, including new graphics, new logo and a new ‘Softlips. So You’ marketing campaign in time for the summer season.

Jennifer Hamberger, director of corporate communications, told CosmeticsDesign.com USA: “Whereas the old packaging design reflected the very feminine nature of the brand, consumer feedback indicated the need for refreshed packaging to reflect today’s trend towards more vibrant colors and simple, clean typefaces.”

According to the company, the focus of its brand team was on keeping Softlips relevant to women whose product needs are constantly evolving.

Consumer feedback

When looking for input on the packaging change, the company approached its Facebook fan page for feedback. This enabled the brand team to ask fans about new packaging designs and new flavors. Survey panels of existing users as well as consumers who had yet to try the brand were used.

Derek Hills, director of Marketing, said: “We wanted to take advantage of our social media presence and really listen to our consumesrs.”

There was 18 months of consumer research, strategic planning and testing that led to the brand team implementing the consumer feedback to create a design with new packaging graphics and logo that was clean, simple and balanced with the use of vibrant colors.

Catering to the Consumer

In repackaging and remarketing the lip care products, the company believes it is tapping into women’s personal experiences. From Friday night excitement; laid back beach days to Monday morning blues, the company wants to convey the message that Softlips has a flavor or tint to reflect their every mood.

Whereas other brands stress protection and lip health, our line focuses on the personality of our user and what the brand means to her…,” ​said Hills. “Once we heard what everyone had to say, we tied everything together to create the ‘Softlips. So You.’ campaign, which plays to the individual tastes and emotional moments of our consumers.​”

Related topics: Packaging & Design

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