Summer Karaskova



Product Positioning


Meant had a tagline they loved: Simple Does It. A brand anthem that would carry their philosophy forward into any product category. What they needed was a bridge between their ethos and their current lineup on-shelf. A way to consistently describe their minimalist, multi-tasking essentials that work hard from head to toe—but in fewer words. So the hunt began…

All-over body care. All in one bottle.

Simple luxuries to lighten your routine.

Body care that can multitask.

Do it all in the shower.

Body care for more than one care.

More-in-one formulas for morning routines.

Together, we reviewed these lines and more. When all was said and done, we knew the winner was meant to be:

Body care that proves less is everything.

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