Superdrug will this month roll out new packaging for its own-label Tea Tree skincare range, designed by Pearlfisher, in an effort to reposition the brand within the fickle ‘teen’ skincare market.
The brand’s long-running quirky Aboriginal look, illustrating the natural origins of tea tree cosmetics, is to go in favour of contemporary graphics designed to distance the range from so-called ‘alternative’ skincare products. The size and shape of the packaging remains unchanged.
Superdrug design manager Neil Pedliham says the packaging has been designed to appeal to ‘teenage girls love of shopping and their desire for natural products’.
According to Pearlfisher’s creative partner Jonathan Ford, the packaging now sports ‘earthy’ typography creating a mainstream look that doesn’t alienate existing users of the product.
‘To remain desirable in a fastmoving, modern cosmetics market, customers need to grasp a visual cue from packaging. In this case, Superdrug aims to promote tea tree’s premium qualities rather than it’s Australian origin, which is already well publicised and does not need to be visualised on packaging,’ says Ford.
The new-look range, available in ten varieties from facial scrubs to nose strips, is being introduced to Superdrug’s 720 UK stores and will be supported by below-the-line marketing activity.
Pearlfisher was appointed to the five-figure repackaging project just under a year ago. The consultancy, which is on the Superdrug roster, did not pitch for the project.