January 18, 2018 at 1:01 pm
The new Löwengrip
It was no wonder that the whole Löwengrip team danced without shoes when all the guests had left last night, we caught or breath after a launch that we really had looked forward to. A year ago, we started working on the new Löwengrip and the process has been demanding but also fun. Just finding the right agency to work with was a challenge. I am no art director, my strength is not in the visual. But I know how I want it and how the brand should look like to take place on a global arena. Finding an agency that could transform our ideas and thoughts into something concrete was not easy but Good Luck Have Fun managed to to that.
In addition to a great new design, it was important for us to create materials around the products. Everything from bags and packaging, but also how our future stores will look. We chose a mint green color for our signature color and I adore it. Good Luck Have Fun have helped us with everything graphic and I look forward to working with them as we continue to grow.
Back to the event, yesterday we invited all our Swedish distributors to show them the change that takes place in May this year. We were at Moderna Dansteatern (the Modern Dance Theatre) on Skeppsholmen, from there you have a view over the whole city. Incredibly beautiful.
Brand Manager Hannah talks about the process that has taken a whole year.
We showed them a short movie about what is in store, I will post it to Instagram today.
My right hand Simon asked some questions. I wore a suit from Stylein, which I recently became a co-owner of, heels from Stinaa J.
We were 120 people at the event, incredibly fun to meet so many people who have helped Löwengrip to grow over the years. Remember, we started out with three pink products: one deodorant, one shower gel and one body lotion. Today we have over 50 products in our range but our deodorant is still our bestseller an we sell one every three minutes. It will of course be a part of our new range, but it will be beige instead.
Guldkula champagne was served, the champagne that Pingis and I are co-owners in, and vegetarian canapés.
Tonight’s team that made this possible! Many are missing of course (Pingis is in Singapore), but today all of us do not fit on a stage anymore. The most important thing for me during the evening was to talk about that we are launching a new Löwengrip, a brand that is here to stay – for all future. In line with my personal journey, the company must follow and the pink products we produced five years ago is not really me anymore. The new Löwengrip aims to become a new Esteé Lauder and this change is the first step towards that. We are a beauty brand with high quality products made in Sweden, that want to help women on their journeys. We are many who have a high-paced life and enormous goals. We are many who are balancing career and family life. Can Löwengrip support with a deodorant that you can trust or a dry-shampoo that helps you when there is no time to waste, then we have succeeded.
In May Löwengrip will be launched for real and all the products will then be available for purchase, we look forward to that. A big ‘thank you’ to all of you who have commented and shared your thoughts with us last year, it is always fun do develop products with your help!