Lil-Lets developed Teens in an attempt to shake up the declining UK San Pro category, but just six months after launching the brand was getting lost. The redesign included a new brand identity, focusing on discretion and femininity. In an incredibly loyal market, the success of Teens means Lil-Lets has picked up a very valuable and varied customer base from an early stage. The range of products has increased from two to ten and the reach among teens is up to an amazing 43%, resulting in Lil-Lets Teens being worth £2m, a value sales growth of 41.4% year-on-year. The redesign has seen a remarkable 300% over-achievement of the original sales KPIs and a return on design investment in just ten months. The industry has responded to the success, with Teens featuring in all major multiples, introduced on the Tesco power aisle and crowned Boots Category Champions.