In the beauty industry, brand perception is essential. A new packaging or brand identity can determine the success of a product line. Yet rebranding presents a familiar challenge: legacy packaging still in circulation can undermine the new brand positioning and cause lasting damage to the brand image.
Challenge: old packaging threatens brand value
An international premium beauty brand initiated a full rebranding. New packaging and a renewed visual identity were ready, yet thousands of products in legacy packaging remained in storage. Destruction was costly and unsustainable, while the risk of these products entering the market through uncontrolled channels and undermining brand perception was too significant to ignore.
Solution: controlled removal with assured brand protection
BrandsBusiness provided a solution that delivered certainty, discretion and complete control. The entire inventory was acquired in a single transaction and paid in advance, allowing the brand to regain capital immediately. Through our carefully selected distribution network, it was ensured that the legacy packaging would not reappear in the market. The collection was repositioned without any risk to brand identity or price position.
"After our rebranding, the legacy packaging could no longer be used. The risk of uncontrolled circulation was too significant. BrandsBusiness acquired the entire stock, ensured that our new brand identity remained fully protected and handled the process with discretion and professionalism."
