Winners 2016/Personal Goods Silver

Project: Josh Wood Guardian of Colour

Client: Marks & Spencer

Design: DewGibbons + Partners

With consumers increasingly trading up on their haircare and investing in prestige products, M&S collaborated with leading colourist and stylist Josh Wood to create an exclusive range of haircare products to be sold in their Beauty Halls. The resulting glamorous, yet simply designed range, with a premium appeal, resoundingly surpassed all objectives with little in the way of additional marketing support.

As a result of incredible sales in the first week, M&S increased its original first year sales targets by over 200% and the range then went on to exceed this new target by a further 20%. The range now accounts for 40% of total M&S haircare sales - 10% more than the objective - and it has become the retailer’s second best performing haircare brand. M&S had originally planned to house the range in 121 stores, but it is now available in 213 shops.