The Brief

Promote Simple from UK skin cleansing leader to International sensitive skin expert.

Simple was the brainchild of a dermatologist who conceived the brand as the soap-free, fragrance-free cleansing answer to his daughter’s sensitive skin. Back in 1990, we were tasked with modernising and broadening the appeal of the skin cleansing brand, then a soap and a lotion.

Our 1994 radical redesign of Simple in green and white packaging was an immediate success. Sales grew by over 40% and Simple was then building its range and penetration.

Having nurtured the brand ever since, we were retained by recent owner Unilever to evolve the brand image and develop Simple outside its core sensitive skin cleansing segment, where it still occupies the number 1 position.

Today our long term custody of the brand extends overseas and we are tasked to evolve and extend this trusted UK favourite into an International sensitive skin expert.

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The Solutions

‘Gentle yet effective’ evolution to extend Simple into cosmetic and active skincare

Our deep understanding of Simple’s consumer base, its essence and visual equities are at the heart of the holistic brand consultancy we offer and the vision which we help to realise.

Our involvement ranges from strategic development consultancy to brand redesign and line-extensions, including graphic, 3D, POS and comms design.

The Results

Simple is the biggest selling facial skincare brand in the UK and growing Internationally.

With one pack of facial wipes sold every 3 seconds, Simple is the biggest skincare brand in the UK by volume and fast growing both in the domestic and International markets.

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