Over the last two years, the personal care products segment for kids has undergone a major change, with a growing number of companies introducing premium products that follow the free-from trend. Suave Kids has been a pioneer in the kids’ haircare category, but with the slew of milder products entering the market, it needed to recapture its lapsed consumers with its own free-from product.
After formulating a line of four hypoallergenic products free from parabens and dyes, Suave chose Smith Design to create the naming, identity, and package design for the brand. Smith’s directive was to convey the mildness, gentleness, and purity of the products while remaining appealing to kids.
To guide the direction of the design, the Consumer Market Insights Group of Suave’s parent company, Unilever, conducted testing that confirmed the product’s positioning of purity and showed that a clean white design signaled that message to consumers versus the sea of bright colors traditionally used for kids’ product.
