Star brand.
Star
brand.
We worked with Superdrug during a period which saw them grow revenue by £72M, including designing two of five ‘star brands’, ranges the business has identified as having the most strategic and economical importance.
The year following the redesign of the Superdrug Face Masks range:
- +362% sales uplift (like for like)
- Range revenue up £1.4M
- Superdrug grew category market share by 6%
- DBA Design Effectiveness Award Winner
WHAT WE DID
Creative Strategy
Codes & Equity analysis
NPD
Brand Architecture
Range Architecture
Naming
Packaging Design
Photography
Artwork
+ + + Read more
BACKGROUND
Superdrug has nearly 800 stores and is the UK’s second largest health and beauty retailer. Offering brand and own-label products across health and beauty, with own-label offerings providing consumers choice, added value and tiered price points: value, good, better and best.
SOLUTION
We worked with Superdrug across more than twenty five ranges to help deliver growth and increase footfall. The design of the Vitamin E range cleverly allowed for multiple range extensions and has proved to have longevity, remaining unchanged and achieving ‘star brand’ status. We were subsequently awarded the redesign of B Cosmetics, a project of critical importance for Superdrug with the range already holding star brand status.
