Amway wanted to develop its skin care market for Latin American women. It identified the everyday care segments as one of the key markets for this strategic growth.
Interbrand conducted a strategic analysis of the category’s main competitors to define a relevant, differentiated, and credible market opportunity for the new brand. We defined that an organic born brand, with a Brazilian rainforest promise, would be a key differentiatior in a category where natural ingredients was just the latest trend.
We created the brand name, Ertia, based on the concept idea “The best from the earth,” along with its visual that emphasizes the simple aspects of its ingredients, concurrently building the ethereal and sensible aspects of its natural and feminine concept.
Ertia was launched in 2009. So far, Ertia has been performing well among women throughout the region.