Business Critical Issue

Softex Daun Sirih’s packaging design lacked sufficient shelf standout and clarity in communicating key benefits, particularly among younger consumers. While existing designs performed adequately on core KPIs, they fell short in maximizing visibility, modernity perception, and emotional resonance with the 18-22 age group, an important growth segment in the feminine care category.

Behaviorally conducted a PackFlash® study to test the pack effectiveness; of the existing and new pack designs.

Recommendation

Following the study, Behaviorally recommended adopting the winning test pack as the new packaging design for the relaunch, with specific optimizations.

The new test pack demonstrated stronger shelf visibility, clearer benefits communication (e.g., odor and irritation prevention, Vitamin E), and higher appeal among younger and older consumer segments.

Behaviorally recommended that further improvements should focus on enhancing premium and protection cues, especially for the overnight variant, through refined visual elements and pack architecture.

Growth Outcomes

The improvements in shelf visibility, clearer messaging, and broader consumer acceptance (identified through Behaviorally’s study), have significantly contributed to Kimberly-Clark Softex’s commercial success. These enhancements led to a 15% increase in sales growth in the last 2 years, demonstrating the strong impact of effective packaging and communication strategies on market performance.

“Working with Behaviorally has always proven to be a highly valuable experience. Their suggestions are firmly based on authentic consumer behaviour, providing insights that are accurate, straightforward, and actionable. I truly value the outstanding work they consistently produce.”

Oki Purworiana, Commercial Business Analyst Manager at PT. Softex Indonesia

15% increase in L2Y sales growth