Cosmetics branding gets competitive

The cosmetics and toiletries markets are seeing a massive uplift in the quantity of repackaging projects, which is set to continue as sales boom.

Several retailers, including Marks & Spencer and Monsoon spin-off Accessorize, are launching new or repackaged ranges this month in a bid to catch a slice of the action. Packs for Classics from St Michael have been redesigned by design consultancy Artwork in London.

The A by Accessorize brand was created in-house and will go on sale next week. It will be available in all the chain’s stores by 1 September.

Accessorize buying director Nicky Pike describes the brand as “quirky and tactile”. The new cosmetics range features brushed aluminium casings and silver-coloured type.

The major independent brands are keeping apace. Cosmetics brand Rimmel is believed to be preparing for a brand relaunch, following a similar move by Yardley in May. Rimmel, which has an in-house design team, was unavailable for comment as Design Week went to press.

See News Analysis page 8