Founded in the 30s of the last century, Holly Group has gone through nearly 100 years of history. The brand image of "a gentleman in a top hat with a smiling face, revealing white teeth" has also become the deepest impression of black toothpaste for most consumers.
Nowadays, consumers' demand for oral care is not only to clean the mouth and protect oral health, but also to become a physical and mental experience. In the process of continuous upgrading of consumption structure, the oral care market is further segmented, and the demand for products has also changed dramatically.
The toothpaste market is a stock market, with many brands, more and more refined track segmentation, and fierce market competition.
Traditional oral care brands are trying to break through a single traditional toothpaste line, and all kinds of new brands are also menacing. In addition to distinguishing between adults and children in toothpaste and toothbrushes, brands have also been popular for electric toothbrushes of different genders and ages, as well as mouthwashes, breath fresheners, tooth powders, tooth patches, dental floss, etc.
In order to meet the more detailed, more diversified and higher-level oral needs of consumers, Haolai Group made a strategic decision to upgrade its brand positioning, started a brand renewal plan, and launched the brand's founding Chinese name "Haolai" in March 2022 - Beauty comes because of smiles, and is committed to becoming a leader in all-round oral care brands, not forgetting its original intention, and continuing to achieve oral freshness for the public with diversified products.
The brand is precipitated, and in the past 100 years, a brand has been fully precipitated by the market from new to old. With the tide of the times, the newly rejuvenated "DARLIE" will also comprehensively upgrade its product line, complete the integration of oral care, challenge the broader market of oral care, and achieve its own new brand breakthrough.
With the new road of "Good Come".
In order to match the brand's new image, inDare has helped standardize brand colors, unify brand symbols, product name logos and element styles, and highlight the information level of functional product names based on the professional dimension of brand innovation, from the basic, mid-end to high-end lines, covering children's toothpaste, adult toothpaste, electric toothbrushes, Mouthwash and other categories, for the product packaging line in the subdivision of the all-round upgrade of strategy and design, so as to bring a new brand packaging image.
In the first year of the brand renewal, Haolai continued to grow in the Chinese market and achieved the best sales growth in the past three years. Awareness continues to rise, with brand liking increasing from 63% before the refresh to 72%. Among them, Shendao white toothpaste also won the Breakthrough Award for Dental Technology issued by the famous fashion magazine "ELLE", injecting fashion DNA into Shendao white, and the Shendao white series has crossed over to the ranks of fashion items.
Guarding a child's first baby teeth
On December 12, 2019, the inDare brand innovation team and "Good Come" started their first collaboration - to find the social value that "Good Do" should convey in the national brand children's products, and to comprehensively upgrade the product line of its Bunny baby rabbit children's toothpaste.
Therefore, balancing the needs of parents and children is a key topic of this project. We have found a breakthrough in real life -
Brush your child's teeth every day
It's the best way to make it a habit
Children's toothpaste can be seen as a medium to witness love and companionship, and we advocate turning toothbrushing into an interaction that stimulates your baby's interest with companionship. Continuing the brand spirit of "Good Come" and the story of Bunny Baby Rabbit, Bunny Baby Rabbit Children's Toothpaste is defined as "a partner for childhood smile growth", so that it can be a good helper for parents to educate happily and a good friend for children to interact happily.
Based on this clear positioning, we upgraded the IP image of Bunny Bunny with more childlike illustrations, and created their own stories for Bunny Bunny's family members to fit the taste of the product, making them partners with personality, background, and integration into children's lives. At the same time, the common "bubble dialog" of children's picture books is used to highlight the "safe formula", so that parents can buy with confidence.
In the high-end positioning of the push-type children's toothpaste, we continue the IP setting of Bunny Baby, so that products with different positioning are not only related to each other, but also represent different lifestyles, enriching the small world of Bunny Baby.
Bunny Baby Bunny is a fairy tale for babies and an adult's innocence. During our time with Bunny, we unleash the power of creativity and design to keep parents' love for their babies through Bunny Toothpaste.
Create a "freshness" hidden in your pocket
With Bunny Bunny, our partnership with Hollywood has opened up a wider picture. In addition to toothpaste, Hollywood has also developed mouthwash products to bring people a more comprehensive and fresh experience. This time, we started with the product definition and explored the new possibilities of mouthwash with "Hollywood".
The mouthwash brands on the market are mainly divided into two camps in terms of ingredients and efficacy:
In such a clear market competition, we return to the product itself to find a breakthrough point for "Haolai" mouthwash -
Continue the brand genes and extract all kinds of natural plant essences
to meet the oral care needs of the public
While conforming to the way of Chinese "health preservation", it brings consumers a fresher and gentler experience, and finds a third way of "nourishment" for "Haolai" mouthwash in addition to "killing" and "protecting", so that mouthwash awakens the original vitality of the mouth.
Continuing the foundation of "nourishment", we have refined the "water" element that can moisturize things silently as creative inspiration. The trickle of water flows and gathers, and the design of the packaging screen realizes the ingenious synaesthesia between visual perception and user experience, making the "Haolai" mouthwash tangible to the oral cavity. Maintaining the original vitality of the oral cavity at all times is a rigid need for quality life, and the ability to enjoy fresh portable mouthwash at any time is also born.
Make the toothpaste product that knows mint best
In the business world, the "classic" label is both a tribute to a brand's past achievements and an obstacle to a new stage in its development. This "classic duality" conundrum arises in our upgraded redefinition of "Haolai" double mint toothpaste.
As a classic product, the cool and fresh taste of double mint toothpaste has shaped the perception of a generation of consumers on the brand, but in the era of "appearance economy", Generation Z, who pursues fashion and personality, pays more attention to aesthetics and image when consuming, and the classic color, traditional packaging, single flavor and other configurations of double mint toothpaste are difficult to attract the attention of Generation Z consumers, and oral products with interesting packaging and rich flavors are more likely to be loved by young consumers.
I want to reconstruct the classics
It is necessary to interpret the classics first
We participated in the communication meeting between the "Hollywood" brand and the world-renowned fragrance suppliers Firmenich and Givaudan, and through the introduction of the "peppermint" spice and flavor scheme by the suppliers, we realized that the natural freshness of peppermint and its tolerance and variety in fragrance blending can create a taste imagination about different landscapes.
That's why we decided to blend consumers' favorite "fresh" scenery into different mint-flavored scents in our toothpaste, so that the few minutes spent brushing our teeth can be a source of daily surprise and happiness.
Even if people are willing to associate the ocean and forest with "freshness", they do not share the same good memories of the sea or forest. Therefore, we chose to use more textured illustrations to express the sea and forest fragrance of the upgraded version of Double Mint, and use imagery to awaken the wave shade in everyone's heart. "Hollywood" Double Mint is refreshing, refreshing and refreshing, updating the classics and rejuvenating everyone's daily life.
Broaden the track of toothpaste products
All kinds of products with "probiotics" are becoming more and more popular in the consumer market, and the oral care field is no exception. Therefore, "Hollywood" chooses to use "prebiotic" ingredients as a powerful tool to open up the oral flora and regulate the high-end market.
Our research found that consumers have a lack of awareness of probiotics and prebiotics, but an easy-to-understand education can spark their interest and significantly increase their propensity to buy. Therefore, we have formulated the product value of "Activating the Oral Ecology" for "Hello Lai" Ebeqing Toothpaste and Mouthwash, emphasizing that the product can activate the potential of oral health, maintain the balance of the oral ecology, and finally achieve the unique function of 12 hours of long-lasting freshness.
On the product packaging, we have added simple and intuitive prebiotic science information, so that consumers can understand the ingredients and formula when they get "Yibeiqing Toothpaste" and "Mouthwash", and believe that the product can improve the advantages of breath from the root.
In addition, we also refine the prebiotic components into abstract energetic molecules based on the morphological prototype of the prebiotic under the microscope. With the help of this key visual element, packaging becomes the first medium for communication between products and consumers, deepening consumers' cognitive imprint, and more intuitively conveying the health and vitality brought by Yibeiqing to the oral cavity, and further promoting consumers to complete the decision-making process from "interest" to "pay".
Let the packaging speak for the product directly
In the era of information explosion, eye-catching packaging vision is more likely to stimulate consumers' desire to buy. Therefore, when designing the packaging for the high-end toothpaste series of "Hollywood", we also focused on the following considerations:
How to make the packaging design fit the product features
It's eye-catching enough
The name of DeepWhitening comes from the imported whitening experience brought by the product's breakthrough "ActivOxygen Technology", and in order to better convey the professional feeling, we have deeply studied the working principle of this technology. And with this as the creative origin, the inverted triangle graphic with both a sense of professionalism and power is extracted to express the technical characteristics and concepts of the product of "active oxygen deep conduct".
Considering the high-end positioning of Deep Conductive White, we applied a high-gloss platinum custom pattern that can reflect the sense of light luxury on the outer packaging, and used a silver crushed flash frosting process on the toothpaste tube.
In addition, we also boldly try to break the conventional packaging form of toothpaste, choose the same avant-garde sense of science and technology as the deep white box type, starting from the deep white active oxygen whitening technology, highlighting the concept of "active oxygen deep conduct", from large to small injection of whitening energy, layer by layer, inverted triangle graphics not only cleverly show the tooth form on the packaging, but also further display the core technology of deep white deep conduction, the graphics run through the packaging, create visual memory points, so that the packaging directly endorses the product.
Create an electric toothbrush that girls love
Electric toothbrushes are another great tool for oral care.
In the design of the "Haolai" ET5 dense bubble sonic toothbrush aimed at the new women born in the 90s, we continued the brand's "professional and fresh" visual style as a whole, combined with the aesthetic tendency of new women and the focus on comfortable comfort and overall health, put forward the design concept of "natural vitality, free and healthy", and extracted the "bubble" element as the core of the packaging vision.
The use of natural and fresh colors and rhythmic dense foam arrangement forms directly conveys the gentle and white product function through the packaging, and also expresses the product and brand concept of professional skin care.
A new round of competition has begun
When the brand grows to a certain stage, it is an inevitable trend to break through the traditional advantages, find a more comprehensive layout, and upgrade the brand positioning.
It is difficult for a single small category and opportunity category to form a full pattern of oral development. Only by occupying the commanding heights from the main category of toothpaste can the harvesting capacity of the opportunity category be formed. With the younger consumption and the various consumer needs displayed by the market, in-depth exploration of its own characteristics and the development of differentiated products have become another innovative route for brands to establish deep links with users.
Toothpaste is a high-potential category, currently accounting for about 60%-65% of the entire oral track, but in the future, the oral care industry will definitely present a multi-structure, diversified category pattern, the overall volume of toothpaste will further rise, category competition will intensify, and the competition in the toothpaste market will be fierce, but we believe that the core position of toothpaste will not change in the short term.
It can be seen that the oral track has huge opportunities. If traditional brands and cutting-edge brands want to expand the market quickly, they must build products around users, improve product strength, quickly respond to consumer needs, win the resonance of users, and let brands continue to build long-term barriers.
The three-year partnership between inDare and Haolai has been a rare mutual achievement. In the face of the rapid development of the consumer market and the fierce competition in the Red Sea, we grow together, with the thinking of the brand and the persistence of creativity, to achieve the ultimate professionalism, and jointly create the brand image of "Haolai" as a leader in all-round oral care.
Grow together and continue to improve
Consumption diversification promotes the diversification of the industry. With the maturity of consumers' consumption consciousness and the growing demand for new efficacy, the segmentation and vertical development of the oral care products industry have been accelerated.
However, new brands have emerged, competition in the industry has become increasingly fierce, and the oral care market has blossomed in an all-round way, which has brought a strong sense of crisis to traditional toothpaste brands.
How to deal with brand aging, adjust brand strategy, and complete brand innovation and category upgrading for the iterative consumer market is an urgent test that every traditional toothpaste brand is facing. If the old brand does not want to be eliminated and the new brand wants to expand the market quickly, it must build products around users, improve product strength, quickly respond to consumer needs, win the resonance of users, and let the brand continue to build long-term barriers.
inDare hopes to cooperate and communicate with more brands with a strong core, build products around users, improve product strength, and jointly create more innovative products and brands, help brands continue to build long-term barriers, win the resonance of users, and go abroad together to innovate products and establish Chinese brands.
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