Cleaning Color Cosmetics

Cleaning Color is a new brand, so for the first time, we conducted a study among the current players in the household chemicals market.

To analyze competitors, we considered brands that are presented in a regular household chemicals store and goods in a specialized eco-shop (mass market and eco-products).

As expected, the market is saturated with chemical yet effective super-strong products. Against their background, eco and natural products look very weak, inefficient and more expensive in cost. Not the best situation to launch another eco-product, is it? No, it’s great! We just had to find out why it happened.

We carefully considered the logic of positioning eco-competitors: they use a natural composition, so the product is harmless. But their main problem is that not all consumers reach the final understanding of the USP, that eco is safety first of all for themselves, and not just for the environment. And then we thought: what if we start from the end? Make an inversion in the spirit of Christopher Nolan: the product is harmless to me since the composition is pure. That is, the main emphasis should be on safety for the ME, and naturalness confirms this positioning.

As a result, we have chosen the direction of positioning “safe because natural”, which will push existing eco-products into the background. That’s not all!

We sought to attack the entire market of cleaning products, namely to switch people from chemicals to eco-products and return those who, for some reason, were disappointed in the effectiveness of eco-products. So the main competitor was not even eco-products, but rather the mass market, where consumers are very price sensitive, have a wide choice and are not ready to overpay for household chemicals.

Yes, Cleaning Color products are safe and effective. But in order to get ahead of the competition, we decided to create additional product value that, under equal price conditions, would look more profitable than buying from competitors. Cleaning Color is a household cleaner with which you become better: at the moment of purchase, because you chose eco and take care of yourself and nature, and at the moment of cleaning because you got up from the sofa and started cleaning.

We focused communication not on the product, but on the end user. We do not praise ourselves, as our competitors do, but say that it is all thanks to you. After all, it was not we who removed the stain, it was YOU who took the product and started cleaning.

You are the one who made it clean!

Thus, Cleaning Color is a home motivator for those who want to become better. Honest, efficient and caring. It is an eco-friendly and biodegradable product with strong results that gives you a sense of pride in yourself.

Package design:

We decided to use a convenient dispenser jar, clean and transparent, which reflects the purity of the organic product composition with its natural appearance.

Have you already noticed that copyrights are an important part of packaging? With such funny messages, we communicate with our target audience, motivate them to clean, praise them, cheer them up and tell them that they are good. In addition, we also integrated the names of flavors into the text, which gave the communication with the consumer its own character.

We presented all the useful information and benefits of the product with bright stickers and infographics, which are easier and much more positive to perceive than just a text about the benefits of the product.

As a result, the design of each product complements each other, meets the aesthetic needs of consumers and reflects the entire range for absolute cleanliness at home. And since the product is motivating, it’s not a shame to put it in a prominent place in the bathroom or in the kitchen =)