With prestige design, there’s no room for a weak link

28th November

Continuing this week’s general theme of prestige, I wanted to look at how easy it is for one weak element to let the side down. The following is a subjective view, so hopefully even if you disagree with the example, the principle holds true. After all, beauty is in the eye of the beholder.

So Smashbox have been going for twenty years, but they’re new to me and I believe relatively new to the UK. They have a good product story; a funky brand launched by the grandsons of Max Factor, playing to an LA studio set of provenance and expertise. ‘We revolutionise products that stand up to the close-up for the world’s top photographers, artists and A-listers who meet at Smashbox Studios every day to create tomorrow’s trends. Then we set out to share everything with you. Because we know life is your photo op. The world is your set. We develop the studio-tested essentials you need to be camera-ready. Always.’

Groovy. The display and packaging in Boots looks the part; modern, credible and worth parting with a few pounds for. But then there’s the art direction of the little POS poster. To my eyes at least, whilst it reaches for sassy and bold, it just looks a bit cheap.

All that effort and work undermined by one less than amazing piece of cardboard. The online equivalent continues this rather ‘Sale Now On’ graphic language. Which is to say that with a prestige design offer, the parts are as great as the sum and every element of the brand building material has to be up to the mark.

Just over from this stand was the one for Chanel, complete with seasonal snow globe. My colleague wanted to buy it off the display. An example of POS design that goes the extra mile, rather than falling short of its target.

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