DEODORANT FOR PEOPLE
the ask: create a cult-like following
timeline: 3 weeks
how can we get men to stop feeling weird about buying 'women's' deodorant?
a deodorant made for people, not for gender.
C4D models product design
MOXI appeals to #shelfie users as a sleek high-end product that people want to share and introduces a new container concept to keep deodorant off your shirt.
EMPATHIZE to STRATEGIZE
shopping for an everyday use item shouldn't be unnatural, which is why MOXI was created to start a one aisle for odor movement. this new deodorant aims to eliminate the pink tax and offer hygiene products to people; not genders.
the pink tax refers to the extra amount women are charged for certain products or services. women pay 13% more on average for female products.
DEFINE CONSUMER HABITS
people are accustomed to shopping for some products by gender - men’s shampoo, women’s razors. past generations use gender to categorize products into two aisles; which led to customers shopping online on two different pages for the same product. why do we still shop this way?
drawings of how the improved capsule will function so that deodorant wont be left behind on clothing.
VISUAL DESIGN DECISIONS
moxi has three strength levels: three solid boxes means more antiperspirant. the scents are neutral, and the capsule is a transparent plastic with 8 colors to choose from. ask me how it works!
all of the ingredients are listed on the front as we want to make safe, allergen-free, non-toxic products for our customers.
customers can buy single products or subscription boxes online as brick-and-mortar stores will be harder to transition at the launch of the product.
NEXT STEPS TO TEST
merchandise the product in-store and have a #oneaisleforodor movement by approaching CVS health to embody change throughout their store.
convincing an entire store to back change will be easier than just 2 aisles in a store like target or walmart.
blow out the campaign with window display ads on CVS stores and bumper stickers to engage all audiences with digital media.
april 2018 • 3 weeks
katrine limseth - XD
charlotte simons - AD
feedback: "i REALLY like this product, it's something i've never really thought about"