Planet Parfum was struggling with its house brand Close. It did everything others do: A classy typography, fashionable surfaces, colors and patterns. And that was exactly the problem. Close did not come from cosmetics capital city Paris, as a house brand it needed to be for all women, and it needed to be talk of the town in cosmetics innovations, only found in Planet Parfum stores. And that’s just what we did.
We created a brand which is appealing, round, personal and really close to all women. And it was from now on proud to be from Brussels. Each product again was created from a blank canvas with a diagonal line, letting us explore its communicational fashion power, product per product. We developed talking claims per product, expressing its unique character: girl power, reassuring, me-time, etc. And most of all, it got an inclusive, positive attitude.
Close became a permanent part of the Planet Parfum sales, and created more diversity in sales outside big classic cosmetics brands.