Superdrug spraying it with Radius

Radius has brought a fresh scent to Superdrug’s five-strong range of own-label body sprays, which roll out in-store towards the end of this month.

Although the sprays are used by women of all ages, the redesign is primarily targeting the teen market, with packaging inspired by the product names – Unique, Seduction, Adventurous, Gorgeous and Delicious.

‘The names were already set,’ says Radius senior account manager Lucy Foster. ‘But we tried to make [the brand] more relevant to the consumer and more eye-catching on shelf.’

The previous design, by Pearlfisher, ‘served its purpose’, she adds, and the range needed to keep up with fashion trends.

The Radius concept features photographic imagery that gives the impression the cans are wearing items of clothing. For example, the Unique spray shows a detail of embroidery on a pair of jeans, while Adventurous is based on a sports top.

The aim is to ‘get the personality across with a bit of humour’, Foster says, as well as providing colour coding for product recognition.

Superdrug design manager Neil Pedliham agrees that capturing the personality of the fragrances was a key part of the brief, adding ‘the design will contribute to the customer’s decision-making process.’

Radius senior designer Kirsten Reid and associate creative director Andrew Young worked on the project, which represents Radius’s first with Superdrug since joining the retailer’s roster last year (DW 7 November 2002).