Dr. Squatch, a popular men's soap brand, sought to leverage its success by launching a new company dedicated to women. The goal was to create a brand that combined the fun and playful energy of Dr. Squatch with a clean, natural approach that would resonate with female consumers. The challenge was to identify a unique positioning for a new mass-market brand in a crowded market dominated by established brands like Dove and Bath & Body Works, while creating a brand that felt both familiar and innovative.

I led the development of the brand strategy, conducting extensive primary research to understand the market and audience. This research involved delving into the preferences, routines, and emotional triggers of Millennial Women (Moms, specifically). We focused on understanding how women relate to their personal care products and what gaps existed in the market. The hypothesis was that the shower was a special sort of escape for them — a moment away from everything (and everyone) else that changed how they felt about themselves and the world around them.

Our research revealed that women were drawn to the clean, personal tone of Dove but found it lacking in fun and whimsy. Conversely, while they enjoyed the variety and playful fragrances of Bath & Body Works, they were deterred by the artificial ingredients and synthetic feel of the products. The opportunity lay in creating a brand that combined the best of both worlds: clean, natural products with a sense of fun, indulgence, and sensory pleasure.

Moreover, we discovered that music played a significant role in the lives of our target audience. Whether it was singing in the shower (78% of women reported regular in-shower solo concerts), listening during a walk, or attending a show, music was a small but powerful way they escaped from their busy lives and uplifted their energy. This insight became a cornerstone of the brand's identity, linking the sensory and emotional experiences of personal care with the uplifting power of music.

The brand strategy for Jukebox was built around the concept of transforming everyday personal care routines into mood-boosting, energy-restoring experiences. The creative idea, "Smells like it sounds," encapsulated the sensory and emotional connection between music and personal care. Jukebox products were designed to offer a clean, natural experience that also provided the playful indulgence women craved. The brand positioned itself as a daily escape—a moment of "me-time" that allowed women to recharge, shift their mood, and step back into their lives feeling refreshed and confident.

This strategy informed the development of Jukebox's visual identity, packaging, and marketing efforts, all of which centered on the idea of creating a sensorially transportive, mood-transforming escape. The brand's messaging emphasized the benefits of clean, indulgent products that not only cared for the skin but also uplifted the spirit, much like the experience of listening to a favorite song.