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RDLB
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Brand Strategy
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About
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A Fresh Take on Deodorant: How to tap into the Gen Z Market.
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In partnership with Unilever, we helped birth JUUS: a next-generation deodorant brand that merges the science of skincare with the joy of fruit-powered freshness. Born from Unilever’s innovation lab and nurtured through our creative vision, JUUS was designed to disrupt the stagnant deodorant aisle with playful confidence, skincare credibility, and Gen Z flair.
The Challenge
Deodorant as a category had stalled. Legacy brands felt functional, sterile, and outdated—especially when compared to the beauty renaissance happening in adjacent personal care segments. Gen Z women were moving away from antiperspirants, embracing natural ingredients, but unwilling to sacrifice efficacy or aesthetics.
JUUS needed to:ï‚·
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Stand out in a crowded market with a compelling visual and verbal identity.ï‚·
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Translate its skincare science (fruit enzymes, AHAs) into an accessible, lifestyle-oriented brand story.ï‚·
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Speak authentically to a beauty-savvy, health-conscious Gen Z consumer.ï‚·
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Launch with minimal budgets and major creative punch—especially on social.
The Insight
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Gen Z doesn’t separate health and beauty. Their skincare routines are advanced, ingredient-literate, and holistic—from gut health to clean formulations. Yet, underarm care had been left behind.
We discovered a tension: while she had evolved her skincare and diet, she hadn’t found a deodorant that felt beautiful, effective, and aligned with her lifestyle. This was our white space.
The Execution
1. Brand Story & Voice
We redefined JUUS as the “fresh-feeling facial for your underarms.” Powered by a proprietary triple fruit enzyme blend (pomegranate, acerola cherry, blackberry), JUUS became more than a deodorant—it was skincare, self-care, and style.
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The brand voice? Your beauty-savvy bestie—clever, confident, and a little juicy. Never too serious, always pH-balanced.
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2. Visual Identity & RTB Design
We crafted a visual identity that balances cute with credible: glossy fruit textures, bright-but-clean color palettes, ingredient storytelling, and skincare-adjacent packaging. We explored both round and oval pack formats, helping Unilever land on the stylish round “barrel” pack based on testing results.
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We also helped visualize JUUS’s “powered by super-fruit enzymes” claim, designing multi-benefit graphics that simplified complex AHA science into visual joy.
3. Brand World & Asset Creation
From DTC site design concepts to off-pack brand world imagery, we brought JUUS to life across web, social, and shelf—highlighting:
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Juusie fragrance moments (guava, white peach, tomato vine)
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Playful ingredient cameos
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Skincare-like swatches and texture reveals
4. Launch Strategy & Social Creative
With a lean budget, we proposed a socially-native campaign built on influencer sampling, IRL activations (campus takeovers, lockers, tote drops), and TikTok skincare hacks. We crafted ideas for a community-led content strategy with affiliate conversion tactics and built-in “founder mentality” flexibility.
