Will a combo of innovation and renovation deliver results for Lil-lets?
Posted by Lou Ellerton on October 10, 2011
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Lil-lets has announced a £2m marketing campaign to promote its latest refresh, which sees new packaging for its existing products and the launch of three new products – including ’teen towels’ for nine to 14-year olds.
It’s good to see a mainstream sanitary brand taking the initiative by moving its products and designs forward – something that in recent years has been largely restricted to more niche, premium brands such as Moxie.
Lil-lets has a strong heritage as the brand that aims to help teens become more comfortable with the changes taking place in their bodies, and it’s great to see it reclaiming that ground.
When it comes to innovation on the brand, the new offer for 9-14 year olds combines a discreet, smaller product with packaging that aims to introduce some ‘girl glamour’ to the younger end of the market, and potentially allows the brand to justify a higher price point – always helpful in a mature category.
Having said that, the brand may come under fire from some quarters if the teen range is openly positioned for 9 years upwards, despite the fact that the launch is presumably a response to biological fact rather than another attempt to sexualise tweens.
On the renovation side, introduction of no-rustle packaging will hopefully support the brand’s somewhat faded positioning as the discreet feminine choice, but Lil-lets will need to build on a good start if it’s to achieve the category rejuvenation it hopes for.
All in all, some fair first steps, but still a long way to go.