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By continuing your visit to this site, you accept the use of cookies to ensure the best possible navigation, make statistics and allow the sharing of content on social networks.A new season for Summer’s Eve
TASK
Summer’s Eve has been a category leader for approximately 40 years, but the last decade has seen an influx of new-to-world brands shaking up the personal care category and stealing share. In 2020, Summer’s Eve set out to meet these newcomers head-on and reassert their leadership with a revamped positioning refreshed look and feel.
Departing from a scent-driven and mostly utilitarian approach, the Summer’s Eve of today is a brand that celebrates and supports women in their getting-ready routines, boosting confidence and helping them feel uniquely ready to face the day.
RESULT
The new design, which just rolled out in May, has a more cohesive, unified look and feel to strengthen brand equity and encourage routine-building. Pillars are aligned by benefit and differentiated by patterning systems that allude to RTBs.




