The leading design and innovation company, Seymourpowell, has won a two-way pitch to re-design and position the Lil-lets applicator tampon brand. The project is the first stage in a design programme across the wider Lil-lets range both in the UK and overseas.
Lil-lets is the UK’s No. 2 tampon brand with 24 percent value share of the tampon market. It is market leader in the UK’s non-applicator category, for which the brand is best known. However the company launched compact applicator tampons in 2008 to broaden its appeal to the 6 million women who use applicator tampons.
The Managing Director of Seymourpowell, Jonathan Shaw comments, “This is a great win for Seymourpowell so soon into our recent merger. We look forward to working on such a long-standing brand.”
The brief to Seymourpowell is to establish Lil-lets compact applicator as a viable, differentiated offering for applicator users. This will include brand naming, identity development and packaging for the range, which includes four absorbencies.
Senior Brand Manager for Lil-lets, Jackie Roberts, added “Seymourpowell demonstrated a fresh approach and a clear understanding of the challenges we face”.
Seymourpowell is one of the world’s leading design and innovation companies. The London-based group of award winning designers has produced some of the most innovative products of the last two decades. At the core of every project is a passion for creativity and an absolute commitment to creating better products: better for people, better for business, better for the world.
Seymourpowell is a fully functioning site, combining of a design studio, research centre and prototyping workshop. Specialisms include ethnographic user research, brand and design strategy, trends, innovation process; transportation design, product design and development, packaging and interactive.