Summer’s Eve is the no.1 Feminine Care brand in the U.S. market. However, it was struggling in Asia as its branding was not effectively localised for the market. Hence the challenge was to help position the brand for the Asian market, reinforcing its relevance to consumers and strengthening their presence there.
What we did
In line with the needs of Asian consumers, a new softer, sleeker and more contemporary look was introduced along with a greater range of sizes to suit the modern Asian woman’s lifestyle. The new Summer’s Eve range has been successfully launched in Taiwan with overwhelming response. It has since been rolled-out in the rest of Asia, including Singapore.