CHAMPNEYS - primary research

The Body Shop

Although I was unable to go into the shop itself due to not being allowed to take photographs, I was able to gain an insight into point of sale and window displays. The Body Shop products shop how imagery, colour and type can be used across a range of different formats, scents and containers. It was really interesting to see how the sizing of images and type needs to change when applied to a different product as the scale changes. These displays gave me some inspiration also into how our products could be photographed and set up for our final images. 

Colour plays a big role in the Body Shop products, using them as indicators of scent and smell. It also allows them to build up product ranges, using relevant imagery. This keeps things consistent and uniform. 

Superdrug

I also went into Superdrug to see how highstreet products are displayed and also to look more closely at the design of certain products. I wanted to look at a varied range of items, but still wanted to stick to health and beauty. Although not necessarily a product that would be part of the Champney's range it is important to see how different factors make up a design. 

The new Herbal Essences range stood out on the shelf from the rest of the surrounding products. The unique packaging allows the shampoo and conditioner ranges to work alongside each other in harmony using the shape of their bottle, as well as using complimentary colour and design. 

Boutique is a brand that I hadn't heard of, however I felt like it stood out as a range that visually looked quite similar to the existing Champney's products, targeting an older audience. Although not necessarily dated, I felt that the use of beiges and dusky pinks gave an almost more mature look to the brand, offering gift sets that reflect this also. However, I did like how swings were used, along with an additional accessory, attached to the lids. 

Although this range clearly stood out from the shelf through the use of bright, vibrant colours and strong imagery, I felt that the use of the metallic lids and accents really cheapened the products. 

The Flower Farm collection really caught my attention because of their use of pattern and illustration throughout. I was attracted to the use of contrast through the application of a spotty pattern alongside a floral design in complimentary colours. These designs seemed really individual, and unlike others in the shop. 

This brand is a new brand from Superdrug called Cheeky, and straight away it was obvious that it was aimed at a much younger audience, similar to the one we are working with in the brief. In order to attract this younger audience, the brand has used a play on words, including product titles such 'flirt alert', as well as vector imagery of camera, kisses and buttons. On the point of sale, there was also links to the brands twitter account, Facebook and instagram, which shows how brands are using social media and networking to target a younger audience. These products are in a similar price range to that of our new brand therefore this will help to inform our design. 

I looked at these products as I felt that their tone of voice really attracted a younger audience. The packaging was fun, quirky and contemporary. The play on words was quite humorous and witty and therefore appropriate to the target market. 

Cheaper brands, such as Superdrug's own, clearly use much cheaper packaging options, and therefore their products end up looking like their price tag. Although they are bright and colourful, there is nothing unique about these products that would make you want to purchase them. 

The overall visuals of these products would definitely attract a younger audience through the use of colour, type and imagery. These products are very playful and suggest the scent of the product. They look quite cheap, however that is something that may entice certain individuals to purchase. 

Baylis and Harding is a brand that I feel relates to Champney's current products in terms of the bath and body sector, as they are intended to attract an older target audience. They use scents to create collections similar to that of Champneys, and they are also available in similar stores. 

The Baylis and Hardy products use silver to create a more expensive appearance, whereas Champney's use of gold cheapens their products. They create a more sophisticated overall appearance, looking fresh and less busy. 

The Nip + Fab range is something that I previously looked at in terms of my research for products that aim to attract a more contemporary, youthful audience. The point of sale for the products was eye catching, but not busy and hectic like most others, using silver to create a fresh and appealing visual. The products themselves appeared young and fresh, and would definitely catch my attention in a high street store environment. 

I have also previously looked at B., which is a brand that I purchase myself. The products are usually quite expensive, however that are a lot of good deals on them, which are there to attract a young audience. The actual product are very clean and crisp, using a contrast between a stark white and vivid pink. Pattern is used on the packaging to create a consistent range, and also to decipher between different areas such as face and body. 

Boots

Soap and Glory products took up a large section within Boots, and seemed to take priority over other products. This area was well stocked and also very eye catching, whilst using a consistent colour scheme and imagery. 

Their light hearted tone of voice and play on words was carried through onto their point of sale, keeping everything very consistent and fun. 

They also offered testers and the chance to try out a range of their products before purchasing. This would tempt the customer into making a purchase or even a re-purchase. Packs of smaller products are also a great incentive for individuals to make a purchase of a number of products and then to return to buy the full size. 

Whilst the packaging was quite busy, I still felt that it was successful, and the use of pink didn't cheapen the product. They were quite sophisticated whilst still being playful and acting as a successful product. 

I was quite surprised at the Ted Baker products as I felt that they didn't reflect the brand or the cost of the brand. They used a similar style lid to the Champney's products, which I feel cheapens them. I also felt that they just looked like more of a throw away bath product that you receive and don't use.

Sanctuary products are the only products I came across that were part of a spa chain, which is reflective of the Champney's brand. After looking online at their website, however, I found that the spa itself was closing down at the end of May. This closure has allowed Sanctuary to take on a different form. They stated "Our much loved brand has enjoyed spreading its wings into the homes of millions of British women by providing the very best in at-home spa products. We will continue to sell our award-winning products, to enable even more women to tap into our spa expertise and recreate their very own Sanctuary Spa experience at home."

On their site, they also have a blog, which explores beauty tips, feel good essentials and links to their products. This is something that we hope to incorporate into our sub brand as we feel that it is a successful addition.

Sanctuary products come in different shapes and sizes, including gift sets and smaller/cheaper tester products. These products target a younger audience than the Champney's brand, through the use of colour, pattern and type. This will help to inform our own designs. 

I love the overall visuals of Burt's Bees products. They are quirky, contemporary and attractive to a range of audience types. They look extremely high market, but their prices aren't too ridiculous. The products are something that you would want to have in your house, and are something you would want to keep. 

Their gift sets don't look tacky in the way that gift sets normally do. They have thought of inventive ways of packaging their products, using windows, different formats and illustration to create an interesting visual. 

Burt's Bees also use incentives such as free products to entice their audience to buy, which can be seen on the product above. 

For boots own brand products I actually feel that they are quite successful. The type works really well in creating an effective visual that makes them appear more expensive. The containers used are also quite similar to other expensive brands, and do not cheapen the item.