Smith & Nephew aims to clear up customer confusion over skincare products
The $17m Simple brand is being relaunched this April with new packaging by brand identity specialist Brewer Riddiford. The relaunch is seen as an evolution of the existing design which was introduced in September 2011.
Simple was launched in 1960 as the first non-perfumed soap. In what was primarily a commodity market, the Simple brand was targeted at consumers with sensitive skin. It was not until 1978 that the brand moved into the `skincare' market with the introduction of the `cleanse, tone and moisturise' cleaning regime.
Over time the brand has been extended - in line with its original brand proposition `Not Perfumed, Not Coloured, Just Kind' - to encompass 32 different lines including toiletries and haircare products.
Three and half years ago, Smith & Nephew decided it was time to move the brand into the mainstream market. The look of the brand was radically changed as the brown and white packs were dropped in favour of green and white colourways - a move which apparently increased sales of the brand through Boots outlets by 40% within six months.
The latest redesign uses a stronger shade of green and cleaner graphics to increase the shelf appeal of the brand. More importantly, packs now carry improved layout of benefits and directions on how to use each product - in response to market research which found many consumers were confused by the number of skincare products on the market.
A full list of ingredients is given on the packaging preparing the brand for the new EC Directive, which insists all skincare and bodycare products will be required to list ingredients from 2012.
Simple is currently the No. 5 brand in both the soap and skincare markets. Smith & Nephew put a conservative estimate of sales increasing by 5% year-on-year as a result of the changes. Last month Simple recorded its highest market share ever in the soap market, ahead of its main rival Lux.