Whilst Lady Jayne was and is the market leader in the hair care category, the brand was viewed as old fashioned and wasn’t appropriately reflecting the values and aspirations of those who spend most in category. An increase in private label and growth of high end hair care and salon brands was becoming more of a threat to Lady Jayne, creating greater competition on shelf and mind.
Our approach was to redefine Lady Jayne as the expert in creating a ‘modern glamour’ look. We were tasked to deliver a complete brand overhaul, starting with a new defining brand strategy and positioning. This then informed design, new packaging structures, production and print. In total, 150+ SKUs, brand guidelines and shopper journey activation.
