"Living Nature had the product and the "natural" credentials, but the original look was too earthy and health shop. To compete on the world stage it had to look outstanding. This challenger brand needed to disrupt the skincare sector.
DOW dialed up the sophistication, gave it a Kiwi flavour, without the cliche, and that, combined with 100% recyclable packaging, enhanced its consumer desirability. The success is not only the key retail distribution, but also the price premium is able to sustain."
Agency: DOWdesign
Country: New Zealand
Too many people overvalue what they are not and undervalue what they are.
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