Reposition and rebrand ESPA, a category leading luxury spa and skincare brand by taking it from a ‘best kept secret amongst friends’, to a global ‘in-the-know’ audience of pampering aficionados, invigorating the category whilst ensuring it delivered nourishing commercial success.
It needed a deep scrub and exfoliating approach. We went back to basics by interviewing everyone from the founder to core consumer audiences, massaging out details in order to glean insights that informed the positioning and creative direction. Bright, beautiful and toned – the new branding and packaging engages with the consumer via a witty and knowledgeable ‘benefit led’ narrative, driving desire and demand through a contemporary, sophisticated visual expression.
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