VŒU – Woolworths Skincare
AGENCY: AFFINITY
CHALLENGE
According to 2015/16 Euromonitor statistics, the beauty and cosmetic industry was soaring. Yet, after a loss of $972.7 million at the till — its first in 23 years — Woolworths knew it needed more than a cosmetic makeover. It needed a cosmetics range.
With rivals Coles, Priceline, Target, and Aldi already on bathroom vanities across the country, Woolies engaged us to develop an affordable cosmetics brand that didn’t skimp on quality.
In a move strategised to lure their cosmetic customers back from competing outlets, The Fresh Food People set their sights on beauty addicts and savvy skincare shoppers seeking an equally desirable bargain.
SOLUTION
VŒU
[voo] – noun; vow, wish (French)
Vœu was conceived as one of life’s little luxuries — encapsulated in its tagline Vœu is all about you.
Applying everything from consumer research and psychometric testing to data insights, colour psychology and sheer creative serendipity, we methodically developed a brand concept, logo type, packaging style and tone of voice.
Chosen to convey accessible aspiration, the vibrant purple tones of Vœu embody everyday luxury with a subtle nod towards regality that's quite democratically offset at the checkout by a very attractive price.
RESULTS
As of April 2017, Woolworths bucked market expectations with strong first-half results — an encouraging sign its billion-dollar investment in lowering prices à la Vœu is paying dividends.
Despite a 13.9% decline in underlying earnings, Woolworths swung back to a half-year profit of $725.3 million and snapped a seven-and-a-half year losing streak, beating Coles in quarterly sales growth for the first time since 2009.
On the back of healthy sales data and positive feedback from the beauty aisle, talk of an affordable quality skincare range for men continues to vitalise high hopes for Vœu.
“THE TEAM WORKED REALLY HARD TO DEVELOP A VALUE QUALITY LUXURY RANGE THAT CUSTOMERS CAN PICK UP WHILST DOING THEIR WEEKLY SHOP. WE’RE REALLY PROUD AND ABSOLUTELY BEHIND IT.”
— TALINE MACKENZIE, Product Developer, Woolworths Australia
“IT LOOKS ABSOLUTELY FANTASTIC, EVERYONE IN THE BUSINESS IS IN LOVE WITH THIS LOOK. THIS IS ONE OF THE BEST WORKS COMING OUT OF WOOLWORTHS AND I AM SURE IT WILL DELIGHT OUR CUSTOMERS.”
— RUCHI AGARWAL, Brand Manager, Woolworths Australia
