Transforming a Cosmetics Trading Company: How We Rebranded and Revitalized Sales for Mahan Arad Co. Ltd.

Client: Mahan Arad Co. Ltd.

Industry: Cosmetics

Brief: The trading company, which imported cosmetics from Italian famous cosmetics mega manufacturers and packaged them under its own brand, expressed disappointment at the lack of sales in Iran despite the competitive quality of the products.

A desk research and series of interviews from the target audiences shows that appearance, price, place and presentation did not match to profile of a high quality Italian manufacturer. respondents implied: “it just looks like other cheap products. why should I pay more?”

Based on the competitors analysis, and market facts, consultations took place and led to changes as:

A re-brand applied based on alternative strategy which was to change the barnd in audience mind from the previous appearance of the company and its brand as following:

Instead of out-source supplier, a dedicated in house distribution unit was built.

A new strategy was developed for the company, and the brand identity was applied to all internal and external aspects.

The new strategy involved a new vision, mission a brand promises for all stakeholders that was documented in different books.

A refreshed visual identity was created to highlight the company’s role as the brand provider.

Then their cosmetic brand  name re-branded from the “L.A.” to “LiveAlive” and got new identity.