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- 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.