Context: Philips Norelco is a key market leader in the personal care space, providing consumers with a full range of shave and groom products for face, body and hair trimming. Merchandised in most if not all major retail chains as well as the club channel, it’s product ranges span price-points from the low-tier through the most premium end of the pricing spectrum.
Challenge: My primary challenge was to create and manage the expression of the Philips Norelco brand and provide consumers with a shop-able range of packaging solutions that communicates the key proposition of a very broad range of very similar products. In addition, to ensure that the communication platform allows scalability and extension into various touchpoints, to include: retail displays, videos, exhibits and other online touchpoints. My responsibilities also included assisting our structural design team in concepting/updating packaging structures, developing localized branding guidelines for our vendor partners, as well as transitioning the brand through four full-range updates.
Solution: The first step in the process was to analyze each product at the feature level, and create individual shopper stories for each product in the range. Then incorporating our shopper decision journey and multiple rounds of quantitative consumer testing, refining those shopper stories to construct a feature build-up that supports tangible trade-up and differentiation with consumers. To allow for effective navigation through the range of products, color was implemented to create “banners of differentiation” as a visual mechanism that each product is unique from its siblings, combined with individual key feature visuals and specific copy points to justify the price-point differences as you move through the range.
Context: Walmart.com requested product videos assets to be included with the carousel images for all products they sell online. There was a need to create 40 second product videos to quickly explain to the online shopper the key benefits of the product.
Challenge: With the different configuration of accessory elements and slightly different positioning of the products in the US market the challenge was to create a compelling feature specific story which placed a spotlight on the key product features and accessories for Walmart.com with limited video assets.
Solution: Assessed the available assets from our product image library and existing global video assets, created a logical storyboard which highlights the key features for the US market which was then expanded into video format using Adobe After Effects.
Context: Philips Norelco OneBlade was launched as a revolutionary hybrid shaver/grooming tool targeting the youth market. Originally released with a complex and expensive package structure that spotlights the uniqueness of the handle with visible accessories and resonates with the target consumer, it required a unique frame for each product in the range.
Challenge: My challenge was to concept an alternative structure that accommodates current and future line extensions and accessory combinations, streamlines the production and ultimately is a cost-down solution without losing the shelf appeal of the original structure.
Solution: The concept consists of a singular frame with a modular click-on accessory anchor points that allows for multiple combinations of accessories and can be shared across the full range of OneBlade products.