Brazil’s cosmetic market is the third largest in the world.
To meet the demands of this growing market, Interbrand identified a vast consumer segment that sat between sophisticated and regular prices points. Consumers wanted the indulgence of premium products, but the value of mainstream products.
We developed the total suite of materials for Éh, from brand name, to identity and packaging system. Our aim was to deliver a revolutionary experience that starts from the point of sale, and ends as a decorative object in the consumer’s bathroom.
Éh. Cosmetics launched in August 2006 at a Cirque du Soleil performance.
After just two months, Éh reached all Brazilian capital cities with a line of 35 products listed simultaneously.
Its enormous success lead to its purchase by Brazil’s fastest growing consumer goods company, Hypermarcas, in February 2008.
Now that's a dream come true.