Strategic design is key to good sales result of aroma diffuser drying sensations

Concerned in maintaining the competitiveness of Dry, thread-oriented brand of household cleaners, SOIN, in partnership with the creative Office CIDA strategy design, reformulated all packaging of aroma diffuser Drying sensations. The company sought the advice of the design office to be able to differentiate in gondolas and compete with multinational companies.
"Our proposal, when faced with the challenge, was thinking about the project beyond simple construction of a novolayout appropriate when drying sensations. What we proposed was recasting the strategic presentation of the product from the analysis of consumer behavior and that really motivate you to purchase this type of product. From this diagnosis we find that the old packing competed directly with the category of functional products such as spray air fresheners and scented cleaners. Furthermore, in the view of consumers, the items were more linked to the category of fine fragrances and Perfumery than of functional products. So, we decided to approach the visual language of the package with the category that the shoppers actually identified and proposed new names for fragrances, adding adjectives and ingredients, to create a better perception of value and the origin of the raw material, "says Andre Cruz, Director of brand strategy of CIDA.
The product, launched last year, exceeded expectations of managers of the company and, according to Lima, brand manager for Dry, the result is the result of the integrated sales team effort of SOIN and CIDA strategy design. The reformulations promoted in the design of the Drying Sensations caused a significant improvement in the results of sales of the product, which was last year an increase of 319% demonstrating the power of intelligent design and aware of the main features of the mark.
The Drying Sensations diffusers line has six products that encourage the user to choose a moodpara each environment, instead of fragrance (Harmony-lavender of the field; Relaxation – Rosemary silvestre; Sexy-aphrodisiacs essential oils; Joy-verbena refreshing; Energy-Tangerine radiant and Stimulus-native seeds), and is on sale in major supermarkets.