Mintop — Anuranjini Singh

Mintop: A hair regrowth solution

DESIGN RESEARCH, BRAND STRATEGY, COPY, BRANDING, PACKAGING

Mintop is an Rx hair solution that has been a pioneer brand in treating various types of alopecia and temporary hair loss.

The Mintop treatment is a lifelong commitment that requires adherence. However, users were dropping out after using Mintop once due to multiple factors.

The solution was a two pronged approach. We decided to rebrand – change the brand positioning and drive user engagement and retention through the packaging, and supplement it by building an online programme that influences daily behaviour, motivates them, and enables long-term adherence.

Untangling the
user experience

Using extensive and in-depth primary research, we identified insights, barriers, and aspirations of Mintop users. Our secondary research helped us identify areas of opportunity.

The primary factors for dropouts were ignorance of the condition, lack of proper onboarding regarding slow results, scepticism about the treatment, poor product experience, and lack of emotional support contributing to increased frustration and impatience during the treatment process.

Shifting the mindset from therapy to a lifelong treatment journey

This led us to develop ‘Mintop Daily’, an engagement programme that engaged users across multiple physical and digital touchpoints.

Packaging being the primary touchpoint, led the users to a Whatsapp service through a QR code on the box. The service featured a personal hair coach, myth-busting videos, content around the science of hair regrowth and more. The packaging also included a progress tracker and tips and tricks for hair regrowth.

The overarching goal was to shape users' daily habits and seamlessly integrate Mintop into their routines by educating them about the condition and providing support at every stage of their journey.

MOTION STORYBOARD

A cut above the rest

The next step was to build a seamless brand and visual experience across all touchpoints. The existing Mintop range appeared outdated and lacked a consistent visual language across its products.

We conducted an in-depth competitive analysis and visual perception study by visiting pharmacies to observe shelf-throw, stacking, and placement of the existing Mintop packs. We spoke with doctors and pharmacists to gather insights on the current perception of the brand, along with user feedback and behavior.

This study, combined with the research insights and brand questionnaire helped us craft the strategic vision and visual direction for the brand.

The science
behind progress

Despite various issues with the product and its user experience, Mintop remains a legacy brand, being one of the first to enter the market. Significant brand equity is attached to both the parent company, Dr. Reddy’s, and the brand's signature colors — blue and black. We decided to retain the primary colours and use them to our advantage.

We chose to visually represent the core vision by celebrating hair and the ‘science of regrowth’ and focused on scientific innovation by using visual codes to depict hair and progress, adding to the credibility of the brand. This futuristic approach carried subliminal messaging indicating the efficacy of the product by making use of textures, lines and colours.

MINTOP RANGE (Rx) - SHADES OF BLUE WERE USED TO DENOTE STRENGTH

MINTOP ALCOHOL-FREE RANGE - WHITE WAS USED TO INDICATE AN AQUEOUS BASE

MINTOP DAILY: PROGRESS TRACKER ON THE BOX

MINTOP DAILY: SCAN TO SIGN UP

A seamless brand experience

The vision was further supplemented by using information to motivate and empower the user. Typography and language played an important role in imparting information in a simple, relatable manner, while instilling confidence in the user.

The prescription products adopted a more serious tone, while the OTC products featured a friendlier, more playful design with conversational copy.

MINTOP SERUM (OTC)

MINTOP SHAMPOO (OTC)

MINTOP BOOST

MINTOP TAB

Company: Studio 5b | Dr. Reddy’s Laboratories Service Design and Project Lead: Rupika Kumar
Brand Strategy and Design Lead: Anuranjini Singh
Design Team: Omkar Purav, Neeraja Dhorde
Motion Storyboard: Divya Pepalla

2024