Migrate towards a more inspirational category
For a long time, Dr. Scholl’s had been the only foot care brand in China, a market where reflexology and other wellness practices are part of the culture. Observing the brand’s success, more market players arrived. This pushed Dr. Scholl’s to create a differentiation to maintain its leading position.
Our Brand Idea
The differentiation was inspired by cosmetics design codes, with softened colors defining a new segmentation, lifestyle-illustration icons enhancing the product benefits, and elegant golden frames enlightening the ingredient descriptions. With these changes, Dr. Scholl’s was perceived as a personal care brand.
Research confirmed the evolution of the brand image toward quality, lifestyle and trendiness, helping to attract new consumers and increase sales.