Blue Marlin roots out Sara Lee’s old look

Sara Lee’s depilatory brand Louis Marcel goes on shelf next month with new packaging by Blue Marlin. The redesign spearheads a repositioning exercise to fend off competition from sector leaders Immac and Nair, which have both had redesigns, and Boots’ own

Sara Lee’s depilatory brand Louis Marcel goes on shelf next month with new packaging by Blue Marlin.

The redesign spearheads a repositioning exercise to fend off competition from sector leaders Immac and Nair, which have both had redesigns, and Boots’ own- brand range.

Blue Marlin modernised the brand packaging and moved away from designer glamour. “There’s a mistaken perception that Louis is a French man,” says consultancy managing director Andrew Eyles.

“The packaging had to communicate quality, everyday luxury and attainable salon quality at home. Within that developed a free-flowing identity with presence and strength,” says Eyles.

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