Lil-lets Lil-lets packaging design

Lil-lets commands an 80% market share of the non-applicator sanpro market in the UK, with rival Tampax leading in the compact applicator segment. Challenging Tampax, Lil-lets introduced its first compact applicator product in 2007. But with branding very similar to the core Lil-lets range, the retail packaging lacked on-shelf impact and failed to clearly communicate that it was a new compact applicator product.

Challenge
Seymourpowell was tasked with creating a packaging design which would establish Lil-lets compact applicator as a viable and distinctive offer for applicator users. The packaging solution needed to give the range its own identity, appeal to a slightly younger user than the existing 20-plus year old customer and ensure that women became aware that Lil-lets produces an applicator product with superior performance.

Response
To achieve a distinctive identity and improve brand awareness, it was important to understand the profile of existing customers, as well as articulate the brand's personality attributes - savvy, considered, confident and empowering. These ideas were central to the formation of the core proposition - 'tailored for real women'.

The packaging uses contemporary graphic designs featuring confident, bold colours and strong product communication, whilst 2D imagery promotes the idea that Lil-lets are part of the essential, everyday items in a woman's handbag. The result is sassy yet feminine packaging, supported by a Tampax-challenging 'No leaks guaranteed' seal of authority.

Result
Launched in September 2009, the new packaging and brand strategy challenged category norms to create outstanding presence within the feminine hygiene fixture in stores. Trade uptake and initial rollout figures show a positive launch.

The client says...

"Seymourpowell have created an outstanding range that challenges the category norm and elevates the brand and product to a new level. They have brought fresh thinking and creativity with a thoroughly professional approach that I would personally endorse to any brand owner." - Mark Esling, Lil-lets Group Sales & Marketing Manager