The Brief
The Boots ‘Salon Performance’ range of brushes and combs had been on the market for over 7 years. The range had performed well but increasing competition and developments in the market meant that sales had declined. Boots felt that the range needed innovation both technically and aesthetically to bring it into line with the demanding expectations of the customer base.
The Challenge
- To add value to the range through distinctive design, user benefits, materials and ergonomics
- To develop a Salon performance range that is both innovative and inspirational.
- The products are to project a sense of premium salon quality through their design aesthetic and sensory qualities
- The range needs to offer technological benefits to the customer with an emphasis on solutions to hair problems
The Outcome
By understanding ergonomics and usage (Smallfry worked with the Ergonomics Department at Loughborough University) and employing A-class surfacing techniques we were able to significantly improve the visual appeal and tactile nature of these products. Sales grew by 260% year on year.
