Soupline is the leading fabric softener brand in France with more than 50% of the market. It wanted to give the category fresh momentum by developing a solid single-dose product with twofold benefits for laundry-doers: practicality and pleasure.
The new, heart-shaped product is inserted into the drum of the washing machine and comes in three fragrances: orange blossom and almond, “fresh air” and lily.

The product needed a volume and graphic identity that made it easy to understand its function while emphasizing the novelty factor. This innovation had to reinvent the category without cannibalizing sales of the traditional product (liquid form).

To tell consumers that the fabric softener would take care of their clothes like beauty products take care of their skin, Dragon Rouge chose codes similar to those used in the cosmetics market: a round box with elegant curves and heart shape alluding to the shape of the single-doses.
Consumers are also offered a multi-sensory experience since they can smell the product without opening the box: they merely have to turn it over and squeeze the sides to release the fragrance, scent being a key factor in choosing a fabric softener.