STONE CONSULTING Ltd

In 2002 Lenor was losing market share and had slipped to number 2 player in the category in a handful of its core markets. The packaging at that time was in a Tetra-Top pack, which although offered great ‘packout’ efficiencies, in the consumers eyes, it was a piece of packaging for a commodity, not a premium fabric care offer.

 

The resulting structural redesign took care to ensure the ‘packout’ efficiencies were still leveraged, while the essence of the brand could be brought to life through the structural form. Using crystal clear PET for the first time in the sector allowed the ‘softness’ of the product to show through.

 

The redesign moved Lenor back to market leader within the year.

 

14 years later and the very same structure is going strong, with unit sales well into the billions and over 100 SKU variations.