A full branding project turning a traditional cosmetics brand of Romanian origin into an international player that excels in every country it is launched.
Along with Sarantis' great marketing team, we made efficient use of consumer insights, market segmentation and semiotics to redefine the brand and allow it to enter the mainstream cosmetics mass-market segment. The key to success was to find the perfect balance between the "natural" character of the brand and hi-tech cosmeticity while designing identity and packaging that stands impacfully on the shelf and various segments.
Sarantis did an excellent job to develop a full range of top quality face and body cosmetics in which natural ingredients fuse with indulging textures & delightful fragrances to offer a unique treatment experience at affordable prices.
The brand architecture exercise has been a demanding one since the product portfolio consists of hundreds of variants for various purposes and age-groups. We developed new subbrands in all segments that the motherbrand needed substantial support and we appplied demanding naming processes to ensure that each range was effectively positioned where it should.
No matter the very limited A&P investment, sales results were impressive from the very beginning in all countries the brand was launched, surpassing all expectations and competitors' megabrands of huge spending power in A&P.
*the brand is marketed as Elmiplant in Romania and as Bioten in all other countries.