Italian Heritage Skincare Brand
Confidential name
Confidential name
Strategic Relaunch & Repositioning for domestic and export markets
- About the project
Italian heritage bar soap brand with strong offline legacy but declining relevance and outdated visual identity.
VerityLab redesigned the full brand & product strategy, defined a modern positioning and created a scalable relaunch plan for domestic and export markets.
Type of work: Brand & Product Strategy · Positioning · Portfolio & Packaging Direction · Go-to-Market Plan
Category: Skin care
VerityLab redesigned the full brand & product strategy, defined a modern positioning and created a scalable relaunch plan for domestic and export markets.
Type of work: Brand & Product Strategy · Positioning · Portfolio & Packaging Direction · Go-to-Market Plan
Category: Skin care
2. Market Context & Challenge
The Italian soap market is highly saturated and driven by low-cost, traditional brands, while consumer interest is shifting toward eco-friendly and premium sensory experiences.
This heritage brand, though well-respected and authentically Italian, had an outdated packaging and unclear positioning, with no distinct USP and limited digital presence.
The challenge was to revitalize a traditional soap brand — keeping its craft heritage alive while making it relevant, desirable and premium for today’s conscious consumers.
This heritage brand, though well-respected and authentically Italian, had an outdated packaging and unclear positioning, with no distinct USP and limited digital presence.
The challenge was to revitalize a traditional soap brand — keeping its craft heritage alive while making it relevant, desirable and premium for today’s conscious consumers.
3. Scope of Work
We delivered an end-to-end relaunch platform, including:
- Brand audit & competitive landscape
- Consumer insights & market trends analysis
- New brand positioning + value proposition
- Portfolio architecture & new product concepts
- Packaging direction (premium, minimal, heritage-based)
- 3-year pricing & margin model
- Digital go-to-market strategy (Italy + export)
- KPI framework for awareness, conversion & retention
Before
After
Brand Positioning
Outdated brand with no clear target audience
Repositioned as Modern organic Italian skincare brand
Unique Selling Proposition
No unique selling proposition
Clear USP: organic certification + Italian essential oils + eco packaging
Visual Identity
Old and outdated visual identity
Premium minimal look & feel rooted in Italian heritage
Portfolio
Crowded portfolio with many low performing SKUs
Not/low performing units cut
5 new variants with skin benefits & regional Italian ingredients
Sales Channels
No digital presence or e-commerce strategy
Full digital & DTC launch roadmap (awareness → conversion → loyalty)
4. Key Strategic Moves
-
Shifted the brand into the fast-growing Organic skincare segment (+8.2% CAGR) -
Introduced 5 new NPDs using Italian regional ingredients (olive oil from Apulia, Sicilian citrus, etc.), highlighting roots -
Recommended Organic certification as a competitive advantage vs L’Occitane & Casa Amalfi -
Developed Premium & Minimal visual direction aligned with “Italian heritage” positioning - Suggested E-commerce channel opening for both domestic and export markets. Online channel is the fastest-growing segment of the market, with a CAGR of 6.2%
- Built Year 1 Marketing and Digital acquisition plan (Meta, Google, influencers, SEO, CRM)
5. Results & Impact
✔ Clear and future-proof brand platform ready for premium distribution
✔ Strategic foundation for entering DTC channel and export markets
✔ Stronger differentiation, enabling higher price point and margin growth
✔ Full implementation roadmap delivered (brand → product → digital → KPIs)
Full case presentation is available upon NDA.
✔ Strategic foundation for entering DTC channel and export markets
✔ Stronger differentiation, enabling higher price point and margin growth
✔ Full implementation roadmap delivered (brand → product → digital → KPIs)
Full case presentation is available upon NDA.
Selected slides
Contact us
info@veritylabconsulting.com
Milan, Italy
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