Seymourpowell revamps Lil-lets to take on Tampax

The packs show the typical contents of a woman’s handbag – keys, purse, hairbrush and tampons.

“We created a concept based on the contents of a handbag, thereby drawing a common emotional connection with the target audience, resulting in a sassy yet feminine design,” said Neil Hirst, creative director at London-based Seymourpowell.

The designs are intended to differentiate the range from Lil-lets non-applicator tampons, using vivid colours to indicate absorbency.

Lil-lets senior brand manager Jackie Roberts said that tampon packaging needed a strong identity as women don’t spend long in that aisle.

“The contemporary styling of our new packaging challenges the category norm and as women spend only a few seconds at the feminine hygiene fixture we are confident that it will work hard for the brand at point of purchase,” she said.

Seymourpowell secured the brief following a two-way competitive pitch.

The boxes are printed by Omicron in Slovenia.

Lil-lets currently has 79% market share of the non-applicator tampon market, but the company believes many consumers are unaware that it also makes a compact applicator version.

Tampax Compak is the market leader in the compact format, and Lil-lets hopes the packaging redesign will drive awareness and encourage new customers to try its compact range.

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