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Care Angel Soft

Fresh faced angels


Background

Care Angel Soft is a facial talcum powder brand owned by Colgate Palmolive Thailand. It is particularly effective in preventing teenage acne and pimple conditions.

Challenge

Standing in third position in the highly competitive cosmetic talcum segment, Care Angel Soft originally only consisted of two variants, with a third planned for release. Targeted at the fickle ‘tween’ audience but struggling to keep their loyalty, the brand itself had no real equity, and the pack was not in synergy with the brand’s name or its values.

Outcome

Drawing inspiration from the popularity of collectable characters, Brand New Day created the Care Angels, each one representing the colour and characteristics of their individual variants. Not only did this Angels appeal to young female consumers, but they also tied back to the existing name. Since its launch, sales have picked up considerably.