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The Design
Pearlfisher designed a range called umi, which combines premium cues and food cues to create a covetable and distinctive range of products. The simple pink and brown label design communicates quality while the copy echoes food writing by concentrating on aroma, texture and ingredients. Given the freedom to choose packaging structure, Pearlfisher went for a diverse range of bottles and jars reminiscent of food packaging. A variety of products have been unified into a simple but luxurious range.
The Results
Value sales of umi are up 48 per cent on the premium toiletries range it replaced. Although some products have seen retail sales price increases, volume sales have also increased. For example face cream sales have increased by 575 per cent, bodywash by 20 per cent and body soufflé by 120 per cent, despite price increases of between 7 and 25 per cent. In the 12 weeks from the end of April 2005, Waitrose’s share of the bath and shower market grew by 16.2 per cent, while other supermarkets’ growth average was 3.4 per cent. Its share of the haircare market has grown by 19.9 per cent, compared to other supermarkets’ growth of 8.4 per cent and in skincare the growth was 25.4 per cent compared with 13.7 per cent.
Judges’ Comments
Dennis DeYonker, Global Advertising Director, GlaxoSmithKline commented on the ‘impressive potential for premium pricing’ and saw the range as ‘well targeted, a breakthrough in pampering for the Waitrose consumer’. Joe Ferry, Head of Design at Virgin Atlantic called it ‘a very successful solution. The effective use of design allowed the increase of prices whilst still increasing sales’.
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