‘More beauty than bin liners’: Andrex on redesigning to reframe as a skincare brand
Toilet roll category leader Andrex has unveiled its biggest redesign in more than a decade. The visual identity is designed to position the brand as being a skincare or personal care brand, thus driving value for the category.
As the market leader, Andrex is seeking to align its products closer to the skincare and personal care categories, and away from being seen as a household product, in order to drive value for the toilet roll category.
The brand wants to be seen as “more beauty than bin liners”, says Matt Stone, UK and Ireland marketing director at Andrex parent company Kimberly-Clark. In order to get closer to that goal, the brand has embarked on redesign, its first in a decade, working closely with brand design agency Pearlfisher.
“We are trying to reflect the fact that our products are actually very much personal care or skin care products, and we haven’t necessarily been treating them that way, particularly in the way we show up and our visual identity,” Stone tells Marketing Week.
