My Silhouette was a significant global launch for BDF. The concept was grounded in an insight around recapturing your ideal body shape. The claim of a loss of up to 3cm in body profile could not be used in Australia plus consumers were sceptical

With limitations on localising the product we focussed on identifying market relevant consumer insights that we then matched with benefits and claims we knew we could make. we co-created benefit-based comms platforms with consumers.

In short the launch of My Silhouette went from zero to hero. It was the most successful of any market launch in Aus. for trial and repeat. The most successful launch in the performance products category, taking category leadership only a few months after launch.