Veet Redesign

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One of the world's leading producers of household goods, Reckitt Benckiser's brand portfolio includes Airwick, Cillit Bang, Strepsils and Veet. It's repositioning its depilatory brand Veet, a market leader in France and North America, as a beauty must-have through a multi-million-pound campaign 'What Beauty Feels Like'.

When Veet changed its name from Immac, packaging was inconsistent across its portfolio, with poor navigation aids and cross-promotional bolt-ons. Competitors were upgrading their packaging, gaining shelf visibility and creating impact with consumer-friendly, cosmetic images. Veet had an opportunity to modernise and shine – to lead the way as a hair removal expert with effective, feminine products that were an integral part of every woman’s beauty regime.

Our brief was to revitalise packaging across Veet's global portfolio. This had to reflect and reach Veet's aspirational customer: a confident, vibrant, fashionable woman around 25 years of age. The new design was launched in January 2008.

Creating desire

Veet wanted to tap into what every woman wants – to feel desirable, look her feminine best, and have smooth, beautiful skin. The new packaging had to leave behind a pharmaceutical focus for sophisticated beauty cues. Hair removal had to be depicted as a pleasurable beauty ritual rather than a chore.

Clear, consistent and captivating

The new look and feel had to work across Veet's portfolio of hair removal creams and cold and warm wax strip products – a total of 57 formats covering different parts of the body and skin types (Dry, Normal and Sensitive). Our design solution creates consistency, easing navigation from one product function to another. Skin type colour coding sets products apart from the competition and helps customers find the right hair removal aid for them. By refining the brand architecture, all formats work as one family that offers choice through clearly differentiated variants.

Beauty experts

It was vital to retain trust in Veet as a hair removal expert, so the products’ natural ingredients and 'dermatologically tested’ iconography have been emphasised. These elements respond to customers' needs and reassure them about product efficacy and skin respect.

The new brandflag, the Veet Pearl, is the hero of the refreshed packaging design. Smooth, sensual and chic, the Pearl captures and conveys what the products do – create smooth, sensual, covetable skin. It stands out on the pack yet sits subtly in the soft, swirling background. Pack backgrounds define skin type so that customers can select at a glance – pink for normal skin, blue for sensitive, green for dry. The hot wax Institut Range has a peach background, differentiating the product as a salon offer that’s easy enough to use at home.

Information on packs is clear, easy to read and always in two languages to cater for market requirements. A dynamic ingredient 'swoosh' holds product content information while lush photography of ingredients such as Aloe Vera and Almond Oils sits in a swoosh device that flows around the pack. There’s also a system to carry promotional flashes on packs, to ensure they work with the new look and feel.