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Lacto Calamine targets today’s ‘self assured’ women with new look

25-February-2013
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Lacto Calamine targets today’s ‘self assured’ women with new look

Piramal Healthcare’s Lacto Calamine has partnered with Elephant Designs to reposition itself. With its new look, it aims to target today’s self assured women.

With rebranding exercise done in 2009 (also by Elephant), it had expanded into two skincare categories with solutions for different skin types from being just one moisturizer product brand.

While Lacto Calamine had established credence with the woman who equated beauty with simplicity, it was time to ladder up to a larger and aspirational space. It was time to connect with a ‘self-assured’ woman who makes informed decisions.

The brand needed alignment with the new positioning without losing its core of simplicity. From being present in basic categories like moisturizing and face wash, the trade-up was also about introducing newer products in sun protection and skin renewal space that came with definitive promises and differentiations. The challenge was to create packaging that carried simplicity from the past and also looked believable as an advanced skincare solutions expert with a growing portfolio.

Speaking about the exercise, Supratik Sengupta, GM Marketing Innovations – Piramal Healthcare Consumer Products said, “Elephant has brilliantly amalgamated three key elements; the brand legacy, the present brand core and the future roadmap, while creating the design identity of the entire Lacto Calamine range architecture. It is always very comforting to work with such creative partner who can imbibe the strategic aspect in the creative rendition.”

The ‘do good’ nature of the brand is enhanced through sophisticated matte finishes with touches of colour and metallic accents. Nomenclature clarifies what the product does in a simple manner e.g. skin balance, daily nourishing lotion and then goes on to state key ingredients and skin type with pH balance. The ‘goodness’ drop with a protective cover along with clean ‘protective’ brackets complete the pack communication, shared an official release.

“Our insight was that a self-assured woman likes to buy products that transparently tell her who they are, what they do and how they do it for her. We took the minimalist, no-frills approach to the packaging communication and design,” said Ashwini Deshpande, Co-Founder Director, Elephant.

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