SPOTLESS was a company with head offices in France, which purchased most of the SARA LEE Insect Control brands in Europe and was later taken over by Henkel. Henkel already owned Insecticide businesses in the United States and South Korea, but not in Europe.
On studying consumers, Spotless identified that; whereas a cluster of consumers wants to eradicate insects (“radical killers”), others are more concerned about themselves and their children not breathing in potentially harmful products and seek more friendly solutions, such as banishing mosquitoes without having to kill them.
In France, Spotless purchased ZENSECT from the multinational L’Óreal. Zensect is a brand that proposes “friendly protection” and has developed a formula inspired by the molecules produced by tomatoes to avoid being bitten by mosquitos.

The challenge:

To create a design grid for a product that looks like an air freshener and has a pleasant citrus smell, but that contains molecules copied from those used by tomatoes to keep mosquitoes away. It must be understood that this is not a mere air freshener or an “aggressive” insecticide.

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