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In a price-driven market, tissue products are often seen as interchangeable. Most purchasing decisions are based solely on cost until a product fails. When it’s rough, flimsy, or unreliable, people notice.
Comfort Lux aimed to shift this perception, proving that quality is not a luxury, but a necessity. Their goal: to make customers return not because they have to—but because they want to.
We built a strategy tailored to both B2B and B2C audiences by:
Redefining the brand’s visual identity—ensuring packaging reflects its premium yet practical nature
Crafting a distinct positioning—emphasizing comfort, reliability, and thoughtful design to stand out from competitors
Developing a strategic communication approach—targeting distributors, retailers, and consumers with a message centered on consistency and trust
Tailoring messaging for different audiences—highlighting economic value for businesses and enhanced comfort for everyday users
Building brand trust—showcasing eco-conscious production, product variety, and customized business solutions
With the new strategy in place, Comfort Lux has established a strong foundation for long-term growth and market differentiation. The refined brand identity enhances recognition, while the communication strategy ensures alignment across all business segments.
Now, Comfort Lux isn’t just another hygiene product. It’s a trusted choice.
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