• ASEAN Biore Body Foam1
  • ASEAN Biore Body Foam2
  • ASEAN Biore Body Foam3
  • ASEAN Biore Body Foam4
ASEAN Biore Body Foam1 ASEAN Biore Body Foam2 ASEAN Biore Body Foam3 ASEAN Biore Body Foam4

ASEAN Biore Body Foam


Clean is the Color
Kao sells its Bioré brand of body soap throughout Southeast Asia. The brand had a dual positioning: in the Japanese market (under the name Bioré-u), the prime focus was more on the family; in the rest of Southeast Asia, it was more on personal care.

Kao's research revealed that in Southeast Asia a major area of concern for parents was on protecting their children from germs. Anti-bacterial products thus tend to be seen as 'family-oriented.' This insight led to the creation of the 'hygiene/family' category (all of whose products contain anti-bacterial ingredients) in addition to the existing 'beauty/personal care' line.

The brief for the brand renewal that Bravis undertook was threefold: first, to maintain Bioré's existing attributes of 'being kind to the skin'; second, to achieve a unified and easily recognizable brand look in the store; three, to make a clearly visible distinction between the 'beauty/personal care' and 'hygiene/family care' product lines.

Creative Response
We kept the Bioré logo in the same position it had been before, but divided all the packages into a white upper half and a colored lower half. This gave the products a powerful collective brand presence when set out on the store shelf.

To make clear that the beauty/personal care products were targeted at women who wanted to look better we included photographs of women using Bioré. Similarly, we expressed the anti-germ functionality of the hygiene/family product line through the inclusion of a green medical cross. To emphasize their family focus a photo of two young sisters was used.

Placing an illustration of the key ingredient above the brand name and color-coding by item increased the distinctiveness of the individual products, making it easier for the consumer to figure out which of the products line-up best matched their needs.

- Package Design
Kao Other Project
- Attack Gift
- ASEAN Biore Body Foam

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