secret outlast
Brief: Modernize Secret’s no. 1 selling antiperspirant, without losing current consumers, but bringing in new buyers.
Consumer Insight: Odor/sweat breakouts are NOT acceptable in her busy, active lifestyle. She needs a product that can keep up with her on-the-go.
Package Design
Retail Display
Branding
Concept: Secret power
Secret exists to champion women’s inner strength to rise above adversity. Your moves can start a movement. Your vulnerability is your strength.
club wholesale design
Designing for wholesale environments like Costco or Sam's Club requires a whole different consumer approach. With Secret Outlast Advanced, Secret was able to increase sales and brand awareness as the #1 odor-fighting deodorant, by following these design principles.
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All the pieces and surfaces should fit together like a puzzle and tell a cohesive story. Design intentionally to maximize space.
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Research shows that shoppers make purchase decisions in 7 seconds. Make sure your product and brand story are intuitive.
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Your designs must work at all different views: 20ft - catch the eye, 10ft - help consumers understand why they need it, 3ft - close the sale.