IXXI: Anti-aging from the pine trees of Landes
At Dax, this major proprietor in the Landes forest region owns a research centre which has discovered the benefits of the active ingredient derived from the bark of Landes forest pine trees. Its powerful antioxidant and anti-free radical properties – both natural and bio-available – have lead to the patent “OPC PIN”. From this was developed the concept of Seveatherapy: natural anti-aging at the service of women’s beauty and enjoyment, brought to life by the Ixxi brand. Ixxi’s identity evokes nature and science within a sensory spirit. This global concept was designed by Dragon Rouge.
A BRAND ARCHITECTURE WHICH STRENGTHENS POSITIONING
Expert and proprietary semantics, combined with high status, high impact packaging – give credibility to the Ixxi brand in its main distribution channel of pharmacies in France and around the world. A compact product offer has been created for the launch, with 3 cosmetic lines corresponding to the 3 stages of skin aging:
– the soft-green coloured Inixial range prevents first wrinkles;
– the plum-pearl coloured Elixir segment combats expression lines;
– the brushed-gold coloured Sublixime line treats deep wrinkles.
THE EXPRESSION OF A NEW STATE OF MIND
The launch of Ixxi is assisted by its three-point brand style: a deep green colour, breaking from the norm in its segment, evoking high-performance and the product’s origins, a key visual element expressing quintessence and protection, systematically associated with the product image, a direct style of wording which communicates the product benefits. Association of these three elements varies depending on the media, for example web communications, launch posters, POS, etc.