Sainsbury’s range goes for S&M look

Sainsbury’s launches a premium health, beauty and household range Active Naturals this week, with an identity and packaging by Smith & Milton.

The range covers 130 product lines from skin- and hair-care to linen sprays and kitchen cleaners, as well as candles and aromatherapy oils, with an emphasis on high-quality, natural ingredients that perform specific functions.

The supermarket is positioning Active Naturals as a ‘more emotive’ and ‘luxury’ complement to the family-friendly Perform+Protect range, launched earlier this year.

Sainsbury’s believes the line between interiors and beauty products is increasingly blurred and that Active Naturals takes a ‘holistic approach to well-being’.

‘It’s the Taste the Difference of the beauty world. The natural ingredient – for example, strawberry seeds and apricot kernels in the exfoliator – is what delivers the consumer benefit,’ says a Sainsbury’s spokeswoman.

Sainsbury’s brand manager Paul Smith would not comment on whether further cross-category ranges are planned. ‘We’ve made it quite clear that a lot of stuff is going on in health and beauty,’ he says. ‘This [design style] is a reflection of how we’re treating all our own-label business, using sub-brands as a way of attracting particular audiences.’

Smith & Milton design director Nik Bedford led the creative team. The packaging features clear containers, ‘beautiful photography and really simple graphics,’ he says. Photography is by Chris Turner.

Products go on shelf at the end of this week in a minimum of 250 stores across the country.