LP care. Reaching a new audience

LP Care is a private label brand, owned by the Podruzhka retail chain of cosmetics stores, developed by Mildberry. LP Care Delicate is a new series of products for intimate hygiene.

For the brand, this is a new product category, which already has established visual codes and most often resembles medical products which makes it embarrassing and awkward for the consumers to make these purchases. The main buyers are girls, ages 25 to 34. Our task was to develop a visual concept that could reduce existing emotional barriers, as well as engage and inform a younger audience of 15-24 about this category.

We solved the problem by finding a balance between a professional medical approach and an emotional bright image of a modern girl and developed a conceptually new visual approach in the category of intimate hygiene for the Podruzhka cosmetics chain. The Mildberry team created a casual modern image of a brand-expert in a category with a focus on a person and her needs. The new line of LP Care communicates directly to the consumer and in a light friendly manner touches upon the issue of paying attention to one’s body. The packaging not only demonstrates pleasant moments of self-care, but also teaches the right attitude towards health and beauty.

The new LP Care line has already shown excellent results and has become a trend-setter on the chain’s shelves. Over the past year alone, sales growth in the category of intimate hygiene products in the Podruzhka network amounted to 30%. We have developed not just aesthetically pleasing packaging, we have helped the client to form new rules for the category on the shelf.