Cuticura Upgrade
Cuticura is no stranger to a South African girl's beauty regime. Having been around for over 150 years, the Cuticura brand is a legacy brand - passed down from mothers to daughters. The iconic green ointment is the root of the brand's success, but over the years new products have been added to the portfolio creating visual inconsistency around a core expression that lacked modernity. The Just Design Jhb team were approached to breathe some new life and excitement into the brand.
With heritage brands such as Cuticura, it is key that an upgrade does not alienate existing consumers. It’s about striking that fine balance between injecting modernity and retaining those heritage cues that carry the trust, recognition and credibility behind the brand, allowing one to attract the younger market, whilst still retaining the current consumers.
The team drew from the brand’s heritage and consumer navigational insights to create a unified and contemporary product range. This successful relaunch places Cuticura at the centre of its more youthful counterparts and looks set to remain a firm favourite, passed down from generation to generation.
The team drew from the brand’s heritage and consumer navigational insights to create a unified and contemporary product range. This successful relaunch places Cuticura at the centre of its more youthful counterparts and looks set to remain a firm favourite, passed down from generation to generation.
