Rexona Powder Dry

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Derrick Lin


Designed by Pierini Partners, Argentina.

Rexona Asia and Pierini Partners together again

After the great achievement in sales in Asia caused by Rexona Women Shower Clean, designed by the well-known Argentinean designer Adrián Pierini, Unilever Thailand summon once again his agency to the new launch of its leader brand in antiperspirants, called Powder Dry.

The new project had as its main differential a superior antiperspirant capacity, value that had to highlighted in the Asian female market (Philippines, Indonesia, Thailand, India, Japan and Saudi Arabia), which would take the novelty with great expectations since it characterizes by its delicacy and its deep care for physical health. That is the reason why the resulting layout tried to interpret this differential anchoring the message in a cosmetic product valued in the region; a symbol of purity, softness, protection and delicate fragrance: talc.

By the use of pastel colors in the orange palette, Light typography arranged in a rational way, and a delicate texture of irregular points (which simulates this product) applied diagonally in the middle of the pack, we achieved a neat and referential piece, which has managed to combine messages of effectiveness and protection, achieving the strategic objectives raised in the brief.