Filling a Gap in the Market
Many kids’ bath products are what I like to refer to as the “sugary cereal” of shampoos — watermelon flavored and pumped full of sulfates. These aren’t getting a second look from parents who have kids with eczema or allergies. On the other side, there aren’t many kids begging their dad for that free and clear shampoo that resembles something the doctor might prescribe. I wanted to create something different — a bath-line that was exciting to kids and reassuring to parents simultaneously.
Bathtime as Playtime
In a digital age, the concept of “play” is changing every day. I wanted this bath line to take advantage of the fact that bathtime is distinctly free from tablets and video games. I chose to visualize “play” in a timeless way that both kids and parents can both understand — imagination.
Your Imagination, Your Story.
“Join the Story,” a play-prompt on the back of the packaging, is an opportunity for kids to jump into imaginative play and be a part of the story they see on their soap and shampoo bottles. Whether they’re splashing around the tub or just playing out a story in their mind, “Join the Story” gives kids a space to be daring, curious, inventive, and brave.
This concept is brought to life in the accompanying advertisement — see how the character brings the child along on the adventure!
