Brief
Amber House is a key Health and Beauty supplier to large well known retailers in the UK and Europe. Retailers are always looking to sell good quality health and beauty gifting not just during key seasonal occasions but all year round. Amber House approached Brightenup to help create a bespoke gifting ranges that fits a specific retailers segmented customer base at attainable price points, whilst building brand awareness. The fight for shelf space and of course sales, is hotly contended and only the best looking /margin friendly products make the shelves of major supermarkets. The next challenge for Brightenup was to create it all in under two weeks…
Insight
This particular retailers shoppers are a little more discerning than your average patron at Lidl, requiring the savvy balance of good quality products at everyday low prices. When it comes to gifting it is mostly older women, A,B, C1 25-45 yrs purchasing gifts for friends and families. The insight is that they give gifts that they would want to receive themselves. Health and beauty gifts are segmented into different age groups with specific needs, likes and wants. Therefore each range is created to appeal to each target audience, picking up on predicted seasonal trends in colour, style, texture, format and fragrance.
Objectives
- To create a complete gifting range appealing to the target audience
- To build an own brand range that has on shelf standout
- To build brand equity that is synonymous with the retailer
- To create designs that can be cost engineered to meet tight margins
Execution
The 4 ranges are specifically targeted at a type and age of recipient.
- Lula & Belle Range 10-18 yrs
- Bellissimo Secrets Range 18-24 yrs
- eVe Range 24-35yrs
- Bu Range. 24-45 yrs
Each range has been designed to work across both the wet product areas as well as the cosmetic componentry. Using a variety of different packaging types from PET boxes, bags, wraps, cardboard over board as well as bottles, tubes and tottles.
Delivered on time, the designs were created so that they could be applied to different componentry with ease without incurring huge origination costs for each of the products in each ranges. Mock up products were produced within a week and refinements were made. The ranges have been approved and large opening orders have been placed. Production in the Far East and the South of England will commence imminently. Brightenup are excited to see the real products on shelf in 2009.
If you would like to find out more about this project or would like more information about our colouring in, spreadsheets or interweb things then please contact Jo Livesey on 01273 731633 or if you’re shy email j0@brightenupme.com
