Coswell provides consumers with quality products for personal care. The company produces an innovative toothpaste and chose to sell it in drug stores. Drug stores account for 11% of sales in the Oral Care Market.

BioRepair is a real innovation in oral hygiene as it actually repairs the enamel. This unique selling point had to be communicated effectively for an immediate and clear understanding of the benefits.

To place the product in its own category and support its effectiveness, it was chosen a highly professional style, while its main benefit – the repairing ability – has been handled as a sub-brand. In this way, the perception of the product is technical and sets it apart from the main competitors in the retail market.