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The coloured lens category had become crowded with brands talking about beauty in familiar ways. Most focused on transformation and aesthetics while consumer behaviour had shifted toward identity, emotion and personal expression.
Dimple Color had strong product credentials and a growing customer base, yet the opportunity was larger than product differentiation. The brand needed a clear strategic role in culture and a platform that could scale globally.
At the same time the commercial data revealed a powerful insight. Customers who experimented with multiple lens colours delivered dramatically higher lifetime value and repeat purchasing. Exploration was not a side behaviour. It was the growth engine of the business.
The challenge was to turn experimentation into a brand story that people could feel, share and return to.
Untangld reframed the category from optical enhancement to emotional beauty.
Rather than asking how people want to look, the strategy focused on how people want to show up. Eye colour became a way to shift mood, identity and confidence in everyday life.
This repositioned Dimple Color as a brand for curiosity and expression. A tool for people to explore who they are through subtle shifts in colour and perspective.
Playful Perspectives
A single organising idea for the brand.
Colour becomes perspective in motion. Something people move through rather than commit to.
Through Playful Perspectives, Dimple Color invites people to experiment, collect moods, and express different sides of themselves with ease.
The strategy created a clear platform for brand growth and cultural relevance.
It unified brand, product, and communication around self expression while directly supporting the commercial driver of experimentation.
With a renewed strategic foundation, Dimple Color is now positioned to scale toward its ambition of becoming the world’s most loved daily act of self expression.
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
