Summer 2019.Health & beauty

Bright yellows brought the sunshine into Boots’ stores, signposting its seasonal range and tagged with simple messaging, such as ‘Prepare for summer with Boots’. A team-up with Toy Story 4 was also promoted on outdoor signage, whereby customers could get a free water bottle by purchasing two Soltan products.

The yellow colour scheme was translated onto the brand’s website, where it filled its pages with seasonal imagery, while social media channels guided followers to a blog post giving advice on staying safe in the sun.

DIGITAL ACTIVITY

“The blog post gave added value to Boots’ summer campaign and

reaffirmed its commitment to customer care.”

Claire RoshanzamirStrategy & Creative Director

IN-STORE POS

IN-STORE POS

www.itg.co.uk

IN-STORE POS

OUTDOOR POS DIGITAL ACTIVITY

DIGITAL ACTIVITY

DIGITAL ACTIVITY

DIGITAL ACTIVITY

Tagged ‘Feel summer healthy’, Holland & Barrett’s campaign was definitely on-brand, with neat displays in its stores and simple window vinyls outlining some of the products on offer. However, there were some treat options, with vegan, vegetarian and organic ice creams also promoted through bright, clear signage.

On the brand’s website, the ‘Summer shop’ banner contained a message reading ‘We have your holiday checklist covered’, with floral detailing to hammer home the theme.

DIGITAL ACTIVITY

IN-STORE POS

IN-STORE POS

www.itg.co.uk

IN-STORE POS STORE FRONT

DIGITAL ACTIVITY

DIGITAL ACTIVITY

Kiko kept things simple in store, with plenty of vibrant reds and pinks to denote its sale items. Larger posters included the reductions and the word ‘sale’ encircled in the centre, with product imagery scattered across the background. This technique repeated on its website and social media posts, while smaller displays tended to focus on price savings.

Online, the brand’s ‘Ocean Feel’ collection was tagged with the snappy message ‘Summer-proof beauty’ over a modelled image showing off the make-up. Meanwhile, a Facebook video post focused on Kiko’s collaboration with Rock Climbing World Champion Sasha DiGiulian, demonstrating a twin focus on beauty and performance that helped set it apart.

“The collaboration with Sasha DiGiulian during a summer of sport

lent Kiko an athletic edge that provided considerable stand-out, moving it away from archetypal advertising for make-

up brands.”

James CannellChief Creative Officer

IN-STORE POS

www.itg.co.uk

IN-STORE POSIN-STORE POS

IN-STORE POS

DIGITAL ACTIVITY

DIGITAL ACTIVITY

DIGITAL ACTIVITY

In its stores, L’Occitane’s summer campaign was characterised by small, neat displays broken down into different sections such as ‘Summer goodies’ and ‘Summer essentials’ and limited edition items, all marked with playful but clear signage.

Driving engagement on social media, the brand offered customers the chance to win a 7-night stay en Provence, as well as an exclusive hamper valued at £250.

IN-STORE POS

IN-STORE POS

IN-STORE POS

In-store POS signage for MAC was designed to grab the attention, making full use of the more vibrant colour palette that accompanies the season. This was certainly true of its ‘Scents of summer’ collection, which also tied in fruits and flowers to leave customers with the impression of freshness and energy.

Digital activity followed suit, although limited-edition summer products, such as the scent of floral Peony, were promoted with themed videos on its social media pages.

DIGITAL ACTIVITY

IN-STORE POS

www.itg.co.uk

IN-STORE POS STORE FRONT

DIGITAL ACTIVITY DIGITAL ACTIVITY

DIGITAL ACTIVITY DIGITAL ACTIVITY

Neal’s Yard Remedies’ summer sale signage was standardised across its platforms, with a deep pink background and floral display clearly tagged with bold lettering. In stores, these signs directed customers towards neatly laid out displays and included further information on the discounts.

It also found a novel way to tap into the theme by offering half price on Frankincense Intense Lift Serum for those hosting a garden party through the brand’s Consultants.

“The garden party offer rewarded customers and steered them towards its Consultants, a secondary revenue

stream for the business.”

Alan TurnerCreative Director

IN-STORE POS

www.itg.co.uk

IN-STORE POS

STORE FRONT

DIGITAL ACTIVITY

DIGITAL ACTIVITY

The cool blue colour scheme was a really refreshing take on the summer theme, in-store displays being clearly signposted with sharp lettering and the occasional photograph.

Social media posts encouraged followers to ‘treat their skin’ to a range of sun-care products, while there was also a healthy recipe section on the brand’s website to encourage further engagement.

DIGITAL ACTIVITY

DIGITAL ACTIVITY

IN-STORE POS

www.itg.co.uk

IN-STORE POS IN-STORE POS

DIGITAL ACTIVITYDIGITAL ACTIVITY

DIGITAL ACTIVITY

DIGITAL ACTIVITY

There was no mistaking the time of year at Superdrug this summer – bold signage with palm trees, sunset colours and blue sky backgrounds drew customers towards a range of offers. These were tagged with short, snappy headlines, such as ‘Hello sunshine’ and the Beatles-inspired ‘Here comes the sun!’.

Particular focus was given to ‘go blonder’ hair products, as well as the usual sun-care items, which helped tie in the theme.

“Time to go blonde and get in the sun – that was the message from Superdrug this summer as it specifically targeted

themed products with its usual bold signage.”

Claire CooperCreative Director

IN-STORE POS

www.itg.co.uk

IN-STORE POS IN-STORE POS

OUTDOOR POS

DIGITAL ACTIVITY

DIGITAL ACTIVITY

The Body Shop’s up to 50% sale was promoted online with a deep red background and clear messaging, with the same format used across its website banner and social media pages.

Elsewhere, the brand’s website invited customers to explore its ‘Hot weather essentials’ collection, accompanied by themed imagery of the products.

In stores, the clearly signposted ‘Summer treats on us’ displays offered customers a range of complimentary summer products with a £25 spend, and the brand used real customer reviews to push its tea tree oil.

DIGITAL ACTIVITY

“Using real customer reviews to promote its products gave The Body

Shop’s in-store display a more personal feel.”

Sarah PerryCreative Director

IN-STORE POS

www.itg.co.uk

IN-STORE POS

IN-STORE POSIN-STORE POS

DIGITAL ACTIVITY DIGITAL ACTIVITY

DIGITAL ACTIVITY

A watermelon design was used to push savings of up to 50% both online and in The Fragrance Shop’s stores, while simpler signage highlighted other, more specific, offers.

And on the Summer Solstice, – the longest day of the year – it joined forces with Rays of Sunshine Children’s Charity, encouraging customers to grant the wishes of seriously ill children by donating to the ‘Ray for a Day’ campaign.

OUTDOOR POS

IN-STORE POS

www.itg.co.uk

IN-STORE POS

IN-STORE POS

DIGITAL ACTIVITYDIGITAL ACTIVITY

DIGITAL ACTIVITY

Summer 2019.Thank you

Get in touch for more information or to discuss opportunities for your business

inspired@itg.co.uk

*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.