UNILEVER

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ST. IVES SKIN CARE

BACKGROUND | CHALLENGE

St Ives is a brand with a 25-year Swiss skin care heritage. Through several restages the Swiss assets were entirely removed in hopes of contemporizing the brand and reaching new audiences. The result was the complete opposite. St. Ives was losing brand relevance fast in an expanding category growing in prestige and private label brands and needed to get back to its roots.

KEY INSIGHT

Research clearly supported bringing back the original St. Ives brand elements as the best way to re-engage with consumers and retailers.

SOLUTION

MINT reintroduced the St. Ives brand with it’s original Swiss mountain alp iconography. Natural elements and fresh photography were updated to modernize the design. We also developed a benefit-based organizational system to help consumers make the right choices based on their skin type. The result was a complete brand refresh across multiple categories and point of purchase systems. Retailers agreed and awarded primary shelf space to St. Ives for the last five years…putting the ‘yo’ back in their yodel!

SERVICES

“The Mint team hit it out of the park! They introduced a more iconic consumer-friendly architecture with custom photography which raised the freshness bar surpassing competition... all while respecting the brand's heritage.”

Ed Michlowitz

Packaging Design/Production Manager All Brands & Categories, NA Unilever