11.06.2015

Dove introduces new packaging design into Japanese market

Dove has relaunched its hair care range in the Japanese market with the introduction of new packaging to communicate a warmer and more feminine positioning.

First launched in Japan as a ‘moisture expert’ in 2011, the Dove brand was in need of a refresh to reconnect with consumers in the dynamic and competitive, yet fragmented market. Although the brand was relatively well known and had a high repeat purchase rate, the packs needed to communicate on a more premium level.

Dove briefed JDO Brand Design & Innovation to design new packaging to communicate a step change for Dove, which takes into account local nuances and cultural differences. For example, in Japan femininity is key to beauty and is expressed by the term ‘Kawaii’ which is a girlish and sweet type of femininity seen in the country's popular culture. 


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