Mrs Meyers Clean Day: Personal Care
Mrs Meyers, a brand synonymous with home cleaning products, took a big step to venture into the personal care category. Armed with their cult-status scents, they needed in-store marketing tools that not only separated them from the competition, but also informed their current consumers that body care products were available.
Although the hero scent of this toolkit is Lavender, each piece is designed to be able to flex across the other two key scents, Honeysuckle and Basil. We art directed a photoshoot to capture our model’s body and hands and then combined them with the illustrative world of Mrs. Meyer’s and the brand’s “line lady” character. The images from the photoshoot quickly cues shoppers in-store that these products are to be used on your skin instead of throughout your home. Fun die cuts of bubbles, loofah hot air balloons and airplanes with shower knob propellors ensure these elements stand out in the crowded personal care aisle.
We grouped the three products in the product line on endcaps with shower brushes, bath bombs and towels to encourage shoppers to stock up. Plus-up versions of both the counter display and floor display were also designed, incorporating paper flowers and leaves for a more immersive experience. Garden-inspired bundle packs of seed paper and scented temporary tattoos that leverage the brand’s unique illustration assets create a fun scent experience thats cue the body care category.
Unique pieces were also designed for the new hand sanitizer product, featuring the Basil hero scent. The cart sign introduces the product in a place where shoppers are already thinking about germs (on their cart handles), and drives them to try the product at checkout with 3D counter displays.
CREATIVE DIRECTOR: Casey Diehl
COPYWRITER: Erin Heraty
PHOTOGRAPHER: Sandro Miller
CLIENT: Mrs Meyers Clean Day
Region: United States and Japan
ROLE: Art Direction, Design, Photoshoot Art Direction