Originally positioned as a cosmetic alternative to traditional lip balm brands, Softlips®, owned by The Mentholatum Company, reached out to brand and design consultancy, Dragon Rouge to reposition the brand for growth.

According to Marcus Hewitt, Chief Creative Director, Dragon Rouge, “The brand, with its multitude of flavors, was a favorite of teenage girls, but needed to find a way to broaden its appeal to a wider audience of young women.” Consumer research identified two core consumer groups: sophisticated teenagers and young women looking to assert their femininity. “The common insight for both groups was their preference for natural products and ingredients, which led to the overall brand positioning of: ‘natural expression,’ which guided the refresh of the identity and packaging,” says Eric Zeitoun, President, Dragon Rouge. Beyond name recognition, the brand had little visual equity.