With so many ideas firing out of my fingertips, I think my keyboard actually started smoking within about ten minutes of being briefed on the launch of Beautannia: a new bath & body range from Space NK led by three unique fragrances, Bloomsbury, Brideshead and Balfour.
From storyboarding and rolling out all on-pack copy to building a visual merchandising (window, in-store), online and press campaign around it, the launch was a challenging but spine-tinglingly exciting remit. My copy needed to not only help raise the benchmark in British Beauty but also establish Beautannia as an eclectically beautiful ode to Britain. I led with the strapline ‘Raw and refined, bold and luxurious, an indulgent celebration of all things unabashedly British’. I then created three descriptions for each scent (bath & shower gel, bath oil, body cream, body lotion, candles) which I evolved further to meet the needs of all comms channels.