When Alpha Hydrox was introduced in 1992, the product turned the skin care category on its head (in fact, that concept was used in the printed ads). Made from natural fruit acids, Alpha Hydrox delivered what it promised – effective, affordable, anti-aging skin care that was available in retail outlets, rather than high-priced salons. Women rejoiced. And the competition copied us. With a myriad of red-box imitators, and store-brand rip offs, the power of the brand diminished over time. But the need for effective anti-aging skin care did not. It was time to refresh the brand.
I was a member of an in-house team of eight women who were charged with the reintroduction of Alpha Hydrox. Drawing on the brand’s heritage, we kept the red box, but chose a brighter, more feminine red (Pantone 206) and incorporated the original tagline, “the one that works” in all the printed material. Although I was not responsible for the new logo, it was my package design that was chosen, which featured a “billboard” effect when products were lined up together on a shelf, and a window to feature the product itself. Other challenges needed to be considered: the carton had to be assembled in our own plant, had to protect the product and meet a price point. The relaunch was successful – creating excitement among existing consumers and introducing the product to a new audience.