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.
JDO embraced this element by including a complementary feminine look and feel in the new design and incorporating moisture and nourishment cues, to create a sense of genuine personal care. The new range comprises two variants: moisture plus oxygen in pale blue and moisture plus oil represented in yellow.
Leandro Barreto, Dove global brand director, commented: “JDO’s new design is consistent with Dove hair’s look and feel globally but addresses the specific needs of the Japanese market with a more premium and feminine representation. The packs are still recognizable as being Dove with its ‘white plus’ approach, but the new designs achieve both stand out on shelf in this very competitive market as well as intuitive variant navigation for consumers.”
The packs also feature bubbles of oxygen and Dove's iconic bird logo.