Client: Crabtree & Evelyn
World-famous skincare and beauty brand
Services: Strategy, 360 activation, multi-platform creative assets
Platforms: In-store, digital, Facebook, Instagram, Twitter, ecrm
Content: Global point-of-sale and window creative, social and digital assets (imagery, design and copy)
The brief (in brief)
eric was tasked with helping Crabtree & Evelyn begin a brand repositioning towards a younger Millennial demographic (late-20s) by launching a new range of everyday beauty and skincare products.
What we did
1. Reconnect with core values. Named after the 17th century English naturalist John Evelyn, Crabtree & Evelyn is a brand with its roots firmly in the natural world. Even with a shift to a younger target audience, we still needed to emphasise those core values – hence we brought on renowned food photographer Helen Cathcart to capture the natural ingredients of the products.
2. Reflect the audience’s lifestyle. We centred the campaign on total wellbeing, positioning the new products as part of a wider healthier lifestyle, incorporating diet, fitness and beauty routines. A tagline of ‘Superfood for your Hands and Body’ succinctly linked the products with natural ingredients, their benefits and modern millennial trends. To tighten the bond between the brand and the lifestyle, eric’s food stylist Lauren Hoffman created recipes that mirrored the products and appealed to the target audience, i.e. lavender lattes (espresso & lavender), goatmilk ice cream with crumbled oat cookies (goatmilk & oat) and citrus, ginger and mint detox water (citron & coriander). As well as appearing in creative across all platforms, these were also rolled out as Instagram recipes and recipe cards available in store.
3. Position within the audience’s daily lives. Crabtree & Evelyn products are considered by many as an occasional or even annual purchase, but this new range was to become literally part of the everyday. Our solution was to place the products within that millennial everyday – specifically using the benefits they get to indicate how the brand fits in. This treatment, seen below at their flagship Regent Street store in London, was used as window treatments and also social media GIFS.
Launched recently, it’s too early for sales figures, but as you can see from how our creative has been used across the various channels and stores by the global Crabtree & Evelyn family, it’s already made quite an impact.
If you want to know about making simply brilliant content, get in touch with eric.