Winners 2014/Packaging. Own Brand / Other Silver

Project: Superdrug Beauty Face Masks

Client: Superdrug

Design: Biles Inc

Superdrug’s own-label face mask was facing a decline, with sales falling 16% YOY. Superdrug needed to redesign their packaging in order to reignite customer engagement, stabilise sales and drive growth. They needed to strengthen their in-store position against the market leader Montagne Jeunesse.

Biles’ challenge was to drive consumer engagement, broaden appeal to men as well as women, and clearly communicate the product benefits. This was achieved by redesigning the packaging and introducing obvious range segmentation between youth, male and female products, using symbols that shouted the benefits. 

Market share grew by 6%, Superdrug saw a 46% category growth in store and it took just three weeks for the design investment to be returned. One year on, the own-label face masks are outperforming sales of the previous Superdrug and Montagne Jeunesse ranges combined.