The Brand Union relaunches Veet packaging

The Brand Union is set to unveil new global branding guidelines for female hair removal brand Veet as part of a large marketing push from Reckitt Benckiser

As part of a large campaign launched by brand owner Reckitt Benckiser, the new visual identity has been designed to refresh the brand, and shift perceptions of hair removal from necessary chore to sensual ritual.

Following a pitch, The Brand Union was appointed to implement branding guidelines on packaging and visual identity to position the brand as 'smooth, confident and playful'.

The new guidelines will cover the brand's portfolio of hair removal products - a total of 57 formats covering both creams and waxes, that are segmented into body parts and skin types.

Veet, the market leader in depilatories globally, will now be unified across all formats, with clear colour-coded navigation between products.

With its suggestions of silky smoothness, sensuality and sophistication, the Veet 'pearl' is a striking feature of the improved design, and the new packaging will be colour coded in natural pink, green and blue to denote skin type, and will feature iconography to guide customers on parts of the body products are intended for.

Photographic imagery of ingredients such aloe vera, bees wax and almond oil sit in a swoosh device that also holds product content information.

A system to carry promotional flashes on packs to ensure they work with the new look and feel has also been designed.

Dave Brown, UK Chairman at The Brand Union, commented: "The challenge here was to increase the emotional appeal of the brand.

"We knew that the target market of women in their twenties saw hair removal as a functional chore, and we've tried to make it a sensual ritual through appealing feminine, sophisticated packaging, a refreshed link to glamour and beauty and a unified product range that is easy to navigate.

"The brand should appeal to confident, modern young women who look for brands that enhance the everyday beauty ritual, rather than adding to their list of things to do".

A Reckitt Benckiser spokesperson said: "This is the most comprehensive marketing push we've ever launched for Veet.

"The Brand Union was initially tasked to address the brand's colour palette, unify packaging across the brand and create a consistent system for promotions - and the new brand guidelines achieve all of these objectives.

"The Brand Union envisioned and then created a fresh new look that sits perfectly with the brand's positioning moving forward".

The Brand Union is a global brand agency, bringing together over 550 strategists, researchers and designers.

Operating across 21 international offices with over 35 years of brand-building experience, our footprint extends from research, strategy and design to engagement and evaluation.

Clients include: Hewlett Packard, Deutsche Post (DPWN), Learning and Skills Council, SABMiller, Schroders, Tesco, Unilever, Mars Inc, Vodafone and KPMG.

The Brand Union is a WPP company.

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