Move from medicated to mass beauty in the retail real estate by developing a new Witch range that combines anti-blemish with anti-aging properties.
The fact that mothers were buying for their teenage children would prove to be
either a deal-breaker or business opportunity. We believed that the core natural ingredient (witch hazel) would make the brand more ageless. We also believed that the different derivatives of witch hazel in twigs, leaves and bark would be the key to the formulation and ranging. We were right on both fronts!
‘Nature’s gift to skin’ gave us the range positioning and the inspiration behind a visual language derived from the yellow witch hazel flower.