2014-03-14 14:46:24

Before & After: Hada Lobo's Redesign for the North American Market

2014-03-14 14:46:24

 

By Marie Redding, Associate Editor

BEFORE & AFTER: Hada Lobo's flagship product, Replenishing Hydrator, which is hugely popular in Japan, was redesigned by Group 4 for the North American market.

Hada Lobo Tokyo is a skin care brand that recently made its debut in the U.S. at Ulta stores, and on drugstore.com, in the fall of 2013. The brand is already hugely popular in Japan - where one bottle of its Replenishing Hydrator sells every 2 seconds.

For its North American debut, Mentholatum, which markets the brand, collaborated with Group 4 to redesign its packaging. (The branding agency has offices in Avon, CT, and Chicago, IL.)

Hada Lobo's anti-aging collection is sold in blue and white bottles in Japan - but its packaging was given a new look for consumers in North America.

The New Look

Hada Lobo's anti-aging collection includes Hydrating Facial Cleanser, in a tube; and Plumping Gel Cream, in a square jar. Plastic bottles with airless pump dispensers were chosen for its three other products - Protecting Day Lotion, Anti-Aging Hydrator, and the brand's flagship product, Replenishing Hydrator.

“We wanted to leverage the brand's Japanese roots, while still resonating with the American consumer," says Frank von Holzhausen, president and Chief Design Officer, Group 4.

All of the products in Hada Lobo's skin care line, after its redesign - and launch in North America.

We conducted extensive research in the North American market, which heavily influenced the final design selection outcome, and our research informed us that North Americans did not necessarily relate to references to Japanese complexions, but, rather to simple beauty, which guided the new design,” he explains.

Reds and browns with touches of white were chosen, varying from color palettes typically seen in skin care. Product names were developed to help clearly differentiate one product from another and communicate each formulation’s purpose.

"The incorporation of the cherry blossom pays homage, in a subtle way, to the brand's Japanese heritage," von Holzhausen says. A new logo was also created, featuring a water droplet to further support the line’s hydration theme.

The Testing Process

Before the brand's new look was decided, several color combinations and package designs were tested to identify which most successfully communicated the line’s Japanese heritage, while also communicating ‘beauty’ and ‘simplicity’ in a way most appealing to the North American market.

It took several rounds of research with potential target customers, which included consumers who frequented salons and spas. Consumers were asked to participate in an in-home use test, and were monitored through online forums and post-test interviews.

"We were able to gather insights about their experience, purchase drivers, and overall satisfaction with the brand's skincare regimen," explains von Holzhausen. “This research was conducted with an eye for demographic influencers such as ethnicity, age, income level, etc. These learnings helped to establish the benefits most important to consumers, and set the direction for design and packaging communications.”

After testing multiple concepts in focus groups held in the U.S. and Canada, a design concept that would have the strongest impact on a crowded shelf - while ensuring that the product's 'reason for being' was understood - was identified.

The end result was a design that was based on the idea of a "Japanese secret to beautiful skin," according to von Holzhausen. "Transforming this perception into a simple, beautiful packaging solution was our focus,” he says.

The Formulations

Hada Lobo's flagship product, Replenishing Hydrator, is unique in that it is a clear "liquid moisturizer." It's a lightweight, fast-absorbing, moisturizing gel. It claims to combat skin dehydration, while diminishing the appearance of fine lines and wrinkles.

The brand's star ingredient is a proprietary combination of 3 types of hyaluronic acid - called "Super Hyaluronic Acid." Also, none of the products contain any parabens, fragrance, dyes or mineral oil.