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E45 Skin Cream
E45 had established that there was an opportunity for the brand to extend from the therapeutic segment of the body care market into the cosmetic area.
E45 was seen as an effective, rich, safe and reliable problem solver. The challenge was to identify how the brand could be credibly stretched in a category that was far more emotional – happy and sensual without damaging the brand’s credentials.
Project Scope
Product positioning, brand design and range name.
Main Questions
- What was the reason to believe that E45 could play in the cosmetic arena?
- What to call the range?
- How close or distant the range should be to the mother brand?
