CLARISONIC - MEN'S MARKETING PROGRAM
Though Clarisonic's portfolio of products are very gender neutral, a large percentage of the customer base is female - thus most of the marketing language and creative speaks to 'Her'. We decided to segment our cleansing product line and create an entire men's category - this called for new assets in all applications.
I helped align all new men's messaging across packaging, education, and merchandising applications by re-drawing all of the female-gendered illustrations and re-designing the packaging as a whole, creating a more neutral, deeper color story and providing a simpler navigation. I also designed call-outs to mention male-specific product benefits. After launch, these new benefits were also animated in-store using the new illustrations, iconography, and color language I had created for the category.