Simple - Keeping it Simple

For nearly half a century, Simple has defined itself by what it is not - no colour, no perfume. However, as competitors have put increasing emphasis on ingredient led hyperbolic claims, Simple's reductive positioning had started to limit the brand's growth.

Simple – Keeping it Simple

Emily James - RKCR/Y&R, Claire Esling - Simple, Lindsay Weedon - PHD

INTRODUCTION

For nearly half a century Simple has defined itself by what it is not – no colour, no perfume, no harsh chemicals. But as the rest of the beauty category has become more dependent on exaggerated claims based on an assortment of 'magic' ingredients, Simple's reductive positioning was starting to inhibit future growth.

Our communications challenge was to find a way to augment the fundamental positioning of Simple by adding a new and positive dimension to the brand, without alienating...

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