Überlube was designed to remove the stigma around personal lubricants. It’s just sex, after all. And if you need an anti-chafe for your upcoming marathon and a little something to reduce the frizz in your hair, well, it can do that, too.
This unique multi-use approach to a product that’s primarily used for sex called for some research to learn more about user needs, curiosities, and willingness to try the product for more than one purpose.
Stakeholder interviews and conceptual research led us to a messaging platform around feeling, allowing us to lead with product functionality, combined with an emotional component, uniquely positioning überlube as a sophisticated, smart, and educational brand.
Team: Michele Brautnick, Jason Six, Kristin Tennant, Dean Van Dis