Description
Description In categories like home fragrance, visual similarity is one of the biggest commercial risks a brand can face. When products rely heavily on artwork and scent names, brand ownership can quickly disappear, making it difficult for shoppers to distinguish the original from the imitation.
Fresh scents addressed that exact challenge. The brand was competing in a crowded space of visually similar sachets, many of which borrowed familiar cues without delivering comparable product performance. While the category historically rewarded decorative appeal, that approach left little room to communicate functional value or brand credibility.
The shift came through deliberate brand design and smarter structural packaging design. By introducing a fold-over carton and a more consistent header system, the packaging created a clear brand presence that is immediately visible on the shelf. That structure also provided space to communicate meaningful benefits, including fragrance longevity and category expertise, which were previously invisible to shoppers.
Importantly, the artwork and fragrance storytelling were not lost. Instead, they were framed within a system that made the brand easier to recognize and easier to trust. The result is retail packaging that defends against knockoffs by clarifying ownership, improving shopability, and reinforcing why the product is worth choosing in a crowded set.
This is what it looks like when packaging is designed to protect brand equity, not just decorate the shelf.
Video Transcript 
Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.
Her portfolio includes:
Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.
Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.
Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.
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