Sue Daun executive creative director

ABOUT

Brief:
Global brand Libresse (also known as Bodyform, Nana, Nuvenia, Nosotras & Saba) had made great strides in tackling taboos in the feminine hygiene sector, but its logo and identity – all pink bows and sparkles – perpetuated category stereotypes. It needed an identity shift to embed its purpose, starting with a logo that had meaning for all women and overturned femcare’s outdated frivolous cues.

Solution:
We put the ’V’ of V-Zone (vulva, vagina & V-shaped front) at the heart of the brand, amplifying its refreshed blue rhombus. More than a letter, it symbolises womens most intimate body part, a symbol of female empowerment. Alongside this, a rich pool of texture & pattern brings depth to the brand, while new attitude ramps up the messaging to give women a confident taboo-free language to share in.

Purpose:
Highly successful communications struck a chord with women, but the brand didn’t receive the credit deserved due to the brand identity not delivering the same power. As a global brand the strength of the identity was being diluted as it differed everywhere. As the V-identity comes to life around the world, the brand is now unified.

Results:
Co-developed with 5.000 women globally, it launched in Malaysia and China in 2019, and in Europe, Middle East, Africa, Central America as of February 2020. Consumers, shoppers and trade celebrate the new V-identity everywhere. Within six months after launch in China, Libresse’s brand awareness rose to 72% (+47%), reaching 270 million, a satisfaction rating of 98% which all led to a significant growth of brand closeness (+50%). In Malaysia market leader Libresse reached an all-time high market share of 35,8%, growing faster than the market and driving category growth

MADEIT CREDITS

  • Essity Femcare - Libresse (also known as Bodyform, Nana, Nosotras, Nuvenia and Saba)Client
Add yourself to this project
Project featured: on 21st March 2020 Contributor:

Sue Daun has been a Contributor since 25th November 2015.

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Libresse_Power to the V

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CLIENT REVIEW

Together with 5.000 women, our markters around the globe, our agency partners and with Interbrand we have codeveloped our new global brand identity for Essity FemCare brands. Sue was the brain and heart behind the idea of a powerfull symbol that stands for our taboobreaking brand personality as well as our V-Care portfolio of towels, liners, tampons, washes and wipes. I couldn't wait for the day, when the elements of our old brandmark, pink ribbon and sparkles, were replaced. They were not only outdated, but a euphemism, reinforcing a stereotype that women’s periods always are a delicate and wonderful experience, and stood in the way of what we’ve been about, without shame: women’s vaginas and vulvas. So, our V now sits proudly and prominently on the front of all of our packaging and across our customer touchpoints. It’s a symbol as much as it is a statement. Without Sue, her enthusiasm and professionalism, I wouldn't have been able to convince our markets around the world to take this brave step with me. But we did. It was about bloody time!

* Tanja Grubner
Global Marketing & Communications Director at Essity
09 Jun 2020

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