Brand refresh
Playtex® Gloves
Freshening up an old friend
A packaging refresh can rejuvenate a beloved, mature brand to reconnect with current users – and attract new ones. For the #1 trusted brand of gloves, refreshing the product packaging, energized their portfolio and revitalized sales.
Our challenge
Recapture the relevancy for a beloved and trusted 65-year-old flagship brand. To establish a strong brand presence, once again, and to stand out in a cluttered category – making rubber gloves functional and fashionable. Careful consideration of the existing brand equities was critical, ensuring that loyal consumers were not alienated and that new users were invited, making cleaning fun again.
Our solution
A fashion infusion.
Studies reveal that female consumers have a genuine appreciation for style and aesthetics in all of the products they buy. To leverage this insight for Playtex Gloves, we injected fashion into a utilitarian category for a more contemporary and appealing package experience. By combining function and fashion, simplifying communication, developing visually-descriptive icons and a clear navigation across the portfolio, we created an impactful differentiation at shelf.
Before
After
Before
After
Received several design awards including GDUSA American Package Design Award for the 65-year-old brand portfolio refresh.
Before
After
Complete line transformation from “utility” to “style and fashion” approach.
The results
The Playtex Gloves redesign succeeded in helping the brand maintain and expand distribution as well as attract new buyers…including purchase of the brand by The Freudenberg Group – home and cleaning solutions division.
