M&S Beauty Edit

M&S Beauty Hall was one of the high street retailer’s best kept secrets with poor awareness even among existing customers. It resembled a duty free hall with partner brands competing for space and M&S own brands struggling to compete. We developed a visual language as a kit of parts to work seamlessly together across all channels consisting of the raw ingredients, the products themselves and lifestyle imagery to support each pillar – Skincare, Haircare, Bath & Body, Make up, Mens and Fragrance. Specially trained store staff, ‘The Beauty Experts’ wore customised tees and aprons helping to establish M&S as a trusted beauty expert. The result was a cohesive look and feel that felt confident, curated and premium.