The Problem:
Facing the challenge of expanding its product range, Mrs. Meyer's aimed to seamlessly introduce a new personal care line. The goal was to achieve this without causing confusion among consumers who primarily recognized the brand for its home cleaning solutions.

The Insight:
With hand soap being the standout product in the Mrs. Meyer's cleaning line, it became evident that extending these beloved scents into a personal care collection would resonate well with the existing customer base. This strategy would not only leverage the brand's signature fragrances but also maintain consistency across product lines, ensuring a cohesive brand experience.

The Creative Solution:
To effectively differentiate the personal care products from the cleaning range, the campaign introduced lifestyle imagery and skin visuals for the first time in the brand's marketing materials. This marked a significant shift in visual communication, aiming to clearly signal the new line's focus on body care. The creative approach preserved Mrs. Meyer's whimsical charm by blending their traditional illustrative style with new elements. These included photographs of real women showcasing clean, healthy skin, which were pivotal in immediately conveying the products' intended use. The inclusion of playful illustrations, such as spa-ready versions of the Mrs. Meyer's lady, loofah hot air balloons, and scent cues visually wrapping around models, further enriched the narrative, making the personal care items stand out amidst the crowded market space.

The Execution:
A comprehensive in-store marketing campaign was rolled out, featuring endcap displays that grouped the hero SKUs alongside related self-pampering accessories like shower brushes, bath bombs, and towels. This setup encouraged consumers to consider the entire range for a complete self-care routine. Additionally, garden-inspired bundle packs offered an interactive scent discovery experience, with seed paper and scented temporary tattoos drawing on the brand's unique illustrative assets. The launch coincided with Pinterest's announcement of Lavender as a trend, providing an opportune moment for targeted online marketing efforts. A specially designed launch box/presentation kit for retailers showcased the Lavender, Honeysuckle, and Rainwater scents in an elegantly crafted package, emphasizing the line's premium positioning. This kit included a linen-paper exterior with embossed details and a die-cut logo, opening to reveal a carefully arranged presentation of the products and scents, complete with high-quality product cards for an immersive introduction to the personal care line.