Ziggurat has revamped Marks & Spencer’s range of Aromatherapy products, as the retailer aims to move the products towards a ‘lifestyle’ proposition, in line with its broader business focus.
The work is the culmination of a 12-month project by the group, which was appointed in May 2003 after a three-way, paid pitch.
The refreshed packaging goes on shelf from this week and encompasses 18 products across toiletries, candles and room spray categories.
According to Marks & Spencer product manager Simon Maloney, the group was briefed to ‘convey the serious nature of our Aromatherapy proposition and simultaneously give it a more lifestyle [positioning] in line with our direction as a business’.
The products will now be available in the homewares department, where Vittorio Radice’s influence has seen a shift toward a more lifestyle-led approach.
Consumer research revealed that the previous range was ‘complicated and difficult to understand’, explains Ziggurat creative director Allison Miguel.
It has now been simplified into three ‘moods’ – Tranquil, Energising and Sensual and the group has used light effects to differentiate the range and represent the ‘moods and total effect of the products’, Miguel adds.
The Tranquil range features the effect of light on water against a purple background. The Sensual brand has a red base while Energising features an ‘exploding light’ against a midnight blue background.
New structures were also developed, with glass decanters and silver metal lids complementing the products.