The label spells out the detergent's Vitamin E and anti-bacterial properties in a bigger and bolder way to raise awareness of the new formula.
"AXE was the first to introduce the Vitamin E formula but it was not properly communicated then," said Davie Mok, chief operating officer of Market Catalyst, which handled the logo design and communications programme.
Best known for its yellow bottles of lemon liquid detergent, AXE has used pearlised plastic materials to update the packaging of its lavender line. The packaging was handled by AXE, a subsidiary of the Lam Soon group, which also markets a range of cooking oils.
Mok said the lavender detergent launch was the first step in the make-over of AXE's image. "The brand is very innovative in developing new liquid detergent formula, from introducing Vitamin E to launching the lavender range. It hasn't been communicated to the consumer and the brand wants to reflect this in its image today," said Mok.
The lavender detergent launch is supported by a television campaign and POP.
Mok described the TVC as a balance of emotional and rational benefits, building AXE's association with a healthy lifestyle while communicating the formula's properties. A lucky draw competition will also be organised, with the prize winner flown to Japanand will be taken on a visit to a lavender field "to experience the plant's calming benefits".