Kao sells Bioré brand body soap in Southeast Asia. In Japan, the brand is marketed under the name Bioré u, targeting families, while in Southeast Asia it is positioned as a “personal body care” brand. It has an extensive product lineup, with two main categories: Beauty (personal) and Hygiene (family). In Southeast Asia, products containing disinfectant ingredients have established the “Hygiene” category because of the association of disinfection = family-oriented, based on the insight that people want to protect their adorable children from germs and diseases. The challenge for this renewal was to clearly express the difference between the two categories of “Beauty (personal)” and “Hygiene (family)” while maintaining the “gentle to the skin” concept of the Biore brand and creating a sense of unity at the storefront.

The Biore logo was placed in the same position, and a common layout bisecting the package into upper and lower sections was used to create a sense of unity and enhance the presence of the Biore brand when grouped together in stores.
The “Beauty (Personal)” category features a photo of a woman in a comfortable usage scenario, creating a face that is more appealing to women who are seeking beauty. The “Hygiene (Family)” category is more medical and functional with a green cross in the center. The use of pictures of parents and children or sisters evokes family use.
The material icons and item colors make each product easily identifiable, making it easier for consumers to choose the item they need from among the many products in the lineup.

• CLIENT

  Kao Corporation

• SERVICE

  Package Design

  COUNTRY

  Indonesia