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.
WHAT WE DID
Brand Strategy | Range Architecture | Packaging Design | 3D Structural | Photography | Artwork | Brand Guidelines
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.
B COSMETICS
Superdrug wanted to define a new and more acute positioning for their B. Cosmetics range, along with a fresh look that could take on competitors such as Rimmel, Maybelline and Sleek.
SOLUTION
Recognising the sweet spot between accessibility and sophistication, we created a stylish bespoke typeface along with componentry and finishes that deliver an essential, affordable, modern urban positioning. By augmenting the brand’s proposition and packaging design, we delivered growth that lead Superdrug to promote B Cosmetics to power brand status, sitting alongside only four other key ranges. The brand has been directly cited as playing a significant role in boosting Superdrug sales by 20%, driving footfall and creating a new destination shop for many.
We have worked with Superdrug across more than twenty five ranges to help deliver growth and expand audience reach. The design of Superdrug Vitamin E Skincare cleverly allowed for multiple range extensions and has proved to have great longevity, remaining unchanged for over ten years and achieving ‘star brand’ status, meaning Biles Hendry are responsible for creating two of the five most strategically important lines.
