Shared by Andrea
There seems to be a wave of brand revivals recently and perhaps this is a very interesting way to break through the industry clutter. I believe it probably makes more sense to invest in relaunching existing brands, with a solid equity (or at least some equity), than building a brand from scratch. Lander is the latest example in the personal care segment. The brand was acquired by Grand Brands LLC and given the success of the recent relaunch, it will soon be introducing additional products and expanding internationally.
The relaunch included a rebranding of the adult bath line adult products have been redesigned and interestingly it looks a lot like Kiehl’s (a L’Oreal owned brand that was founded in 1851). The logo at glance reminds me of Land’s End, but the inclusion of "since 1920" in the logo plus the use of print in the front of label makes it visually very close to Kiehl’s. Clearly this shows the brand’s intention to look more upscale in the mass segment. The rest of the range seems to still have the old packaging (the baby shampoo actually looks a lot like J&J old baby shampoo packaging). It almost feels like Lander is a private label. As far as the web presence, the site offers very little information about products and where to shop. In addition, it has no visible community/social elements inviting customers to participate or share feedback about the new line. Just because it is mass, it doesn’t mean people don’t want to participate, contribute and collaborate. This relaunch is a great opportunity to "re-engage" existing customers and attract a new generation of users online – all they need to do is to reach out and leverage the brand equity they licensed.
Excerpt from Beauty Packaging:
Launder, a newly re-launched personal care line from Grand Brands, LLC, is set to expand. According to the company, due to the success of its initial launch, including successful overseas sales, it will be launching a second phase of the brand name products. The phase includes the brand’s new adult shampoo and conditioner, kid’s dental rinse and new additions to Lander adult oral care and skin care lines.
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The Lander brand has been on American store shelves since 1920 and is known for its value and quality. These well-established, but newly re-launched products, which are all manufactured in the U.S., are available in major drug and value-focused retail chains across North America.
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Brand Relaunch: Lander Personal Products
Grand Brands Celebrates Overseas Lander Launch
Excerpt from Beauty Packaging:
Launder, a newly re-launched personal care line from Grand Brands, LLC, is set to expand. According to the company, due to the success of its initial launch, including successful overseas sales, it will be launching a second phase of the brand name products. The phase includes the brand’s new adult shampoo and conditioner, kid’s dental rinse and new additions to Lander adult oral care and skin care lines.
….
The Lander brand has been on American store shelves since 1920 and is known for its value and quality. These well-established, but newly re-launched products, which are all manufactured in the U.S., are available in major drug and value-focused retail chains across North America.