Making the most of one’s assets
Molton Brown was turning thirty and feeling its age. The excellence of its products was being let down by anonymous and apologetic packaging. We were to begin with overhauling the brand image.
Over the subsequent nine years this was to form the basis of much innovation and range extension, and a hugely successful gift box, re-vamped annually.
Make Molton Brown a marque of excellence.
A single system, infinite variations
The original branding had one key asset – a characterful wordmark. We amplified this to epic proportions, and applied it colourfully and confidently in a manner which made it the core graphical architecture of the packs. We began with the simply-branded core products, using innovative structural design such as the 'floating' eye-shadow.
This gave way to new scents, ranges for men and even baby products.
Christmas gift packaging
From 2002 onwards, we have annually created Christmas gift packaging, sales of which increase every year. They have become a distinctive feature on the cosmetic floors of major department stores, and offer those looking for a ready-made gift solution something they don’t need to wrap. The benefit for the stores is packaging which also acts as its own display material.
“Customers thought the boxes were fantastic, the fact that they were reusable made them unique. People were actually buying them simply because they loved the box! We still have customers asking for them months after they were sold out.”
Emporium manager, South Molton Street
Since working with Molton Brown, we have seen steady growth in the brand of around 35% a year, transforming a small business run from a small shop in South Molton Street, into a brand which sold for £175million ten years later.
With the 2006 Christmas box design, Molton Brown sold 50% more gift boxes than the 2005 version, an increase of 70,000 sets, worth over £3million. This was a nine-fold return on investment. 2006 was Molton Brown's best selling year thus far.
Average Unit Selling Price
As the lower priced ranges began to sell out, customers increasingly selected more premium ranges, so the average selling price rose above £40 each in 2006, from below £35 the previous year.
“The lowest price point (£29) sold out by the 15th Dec. Consumers were actually coming into the store with a feature ripped from a magazine, trying to get hold of that box. Once they saw the quality of the remaining gift boxes, they were persuaded to trade up to the more premium ranges. These (premium ranges) retail at up to £95. The zipper box made all the ranges feel so special and more luxurious.”
“Along with the Molton Brown stand, we had a secondary site in Selfridges. Floor managers noted how visually engaging the gift boxes were with the bright colours and bold branding. In a large cosmetics hall like Selfridges you are side by side with competitors so you have to be different in order to stand out and attract customers.”