Lacto Calamine targets today’s ‘self assured’ women with new look by Elephant

While Lacto Calamine had established credence with the woman who equated beauty with simplicity, it was time to ladder up to a larger and aspirational space. It was time to connect with a ‘self-assured’ woman who makes informed decisions.
The brand needed alignment with the new positioning without losing its core of simplicity. From being present in basic categories like moisturizing and face wash, the trade-up was also about introducing newer products in sun protection and skin renewal space that came with definitive promises and differentiations. The challenge for Elephant was to create packaging that carried simplicity from the past and also looked believable as an advanced skincare solutions expert with a growing portfolio.
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