Superdrug wants to improve its image and reputation by moving to a position of value, quality and service. The creation of an exclusive and completely new beauty brand is part of this strategy. Starting with a blank sheet of paper, the project involved all aspects of the creation process – from strategy, naming, brand identity and brand book, to bespoke typeface, packaging design, launch photography, on-pack naming architecture, product names and copy. With a complete suite of over 21 skincare and 34 makeup products, brief to launch took just 15 months. No pressure then…
Totally Beautiful, Beautifully Confident
B is a brand that helps cut through the clutter, hype and confusion in the skincare and makeup market to deliver products that genuinely work, at accessible prices but with a premium experience. Think £9.99 not £99.99.
The B strategy and proposition reflects a gap in the market identified for a brand that approaches beauty by skin type, rather than age. Research also unearthed that the target market is at a pivotal stage – losing confidence about how best to use makeup and becoming concerned about the effects of skin ageing. They were seeking a brand that was efficacious, honest and guiding – understanding, helpful and on their side. Not unattainable catwalk beauty nor hum drum reality but fun, aspiring and within their reach.
Happy Ever After
B won Best New Brand Launch (Brand Innovation) in the Cosmetics Business Innovation Awards 2013. It also won Gold for Best Mascara Launch and Bronze for Best Anti-Ageing Launch in the Pure Beauty Awards 2013.
With thanks to WHAM.