The new project for repositioning HQ cosmetics is the answer to a marketing study that had highlighted a number of critical areas. The first intervention entailed the redefinition of the brand's architecture. The HQ logotype was redesigned to increase the perception of softness, naturalness and elegance. The explanatory phrase “Cosmetics in mini-doses” was combined with the HQ logotype, creating a precise product positioning. The new architecture of the brand was applied to a more modern, more attractive Packaging System that communicates the three types of product, Cleanliness, Treatment and Specific Areas, clearly and simply by means of a color code. The photographic images were redone with a brighter, more "cosmetic" atmosphere.