In 2014, Sharp Iris Ltd (now Proper Creative Ltd) and Reckitt Benckiser Group PLC (RB) collaborated to create personalised Durex products in China. Sharp Iris, a design agency specialising in product personalisation through variable artwork generation, worked with RB, a multinational consumer goods company, to develop and produce customised Durex condom products that were sold through e-commerce channels in China. The resulting packs gave the customer over 80,000 design variation options, plus space to add a personal message, with stunning images created by Chinese artists and designers, that encompassed a plethora of styles, emotions and occasions from both Chinese and Western calendars.
Product personalisation involves tailoring products to individual customer preferences or requirements, giving customers a unique and individualised experience. This approach had gained popularity at the time following the success of The Coca-Cola Company’s ‘Share a Coke’ campaign, leaving consumers seeking out more personalised and engaging experiences with the brands they interacted with.
Sharp Iris had the capability to personalise not only products, but also packaging and overall brand experiences. This meant that brands of all sizes and types could utilise Sharp Iris’ expertise to create unique and customised products that resonated with their target audience.
By collaborating with Sharp Iris, RB was able to tap into the potential of product personalisation to create a differentiated product offering and enhance its brand value. This example highlights the potential of product personalisation as a strategy for companies to differentiate themselves from competitors and create a more engaging and meaningful relationship with their customers.