Dove relaunches brand in Japan

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It can be difficult for a global brand to shift with cultural trends while staying true to their brand. Dove has relaunched its hair care range in Japan with a fresher and more feminine packaging, eager to reconnect with the changing market.

Dove first launched in Japan as a ‘moisture expert’ in 2011. Although the brand was relatively well known and the third largest hair care producer in the world, the packs needed to communicate more directly to the unique market with a warmer and more feminine aesthetic.

Although the key aspects of the brand have stayed consistent, ie the brandmark and clean/minimal design, the look has shifted to target a new move of popular culture in Japan. Femininity in Japan is key to beauty and is expressed by the term ‘Kawaii’ which is a girly, cute term prevalent in current culture. It has influenced the entertainment industry, clothing, food, behaviour and mannerisms of Japanese popular culture.

JDO has embraced this trend in the re-launch incorporating delicate touches of femininity, creating a sense of genuine personal care. The look and feel of the two products encompasses superior moisture and nourishment cues, signifying a more premium product. “The colour palette is in tune with the feminine nature of ‘Kawaii,’ while the strong graphic device of the oxygen rich bubbles signals a new proposition for the market to better differentiate and elevate the Dove offer.” – Ray Smith, the creative director at JDO.

Leandro Barreto, Dove global brand director added, “JDO’s new design is consistent with Dove hair’s look and feel globally but addresses the specific needs of the Japanese market with a more premium and feminine representation. The packs are still recognizable as being Dove with its ‘white plus’ approach, but the new designs achieve both stand out on shelf in this very competitive market as well as intuitive variant navigation for consumers.”

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Stephanie Leo
Design Creative

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