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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.
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.