Caress Brand Reinvention
Caress Moisturizing Body Wash
A complete makeover for the Caress brand
We transformed the Caress brand to capture the emotions and aspirations of women through color, fragrance and sensuality. R.BIRD pushed the limits of the design process to take Caress from a single variant bar soap and body wash to a personal care category leader.
Reposition Caress as an "experiential" brand in personal care products.
So successful is this revolution that market share increased more than 100% in the first quarter of its introduction. The R.Bird reinvention for the Caress brand sets a new benchmark in the mass market personal care category for capturing mindshare of specialty store consumers whose purchase decisions are based on emotional signals. The new design is extended across the entire line of Caress products – all working in concert to support the new Caress brand experience.