Spring Collection

Crabtree & Evelyn

Crabtree & Evelyn needed a distinctive Spring retail campaign that could evolve over a 12 week period promoting a wide range of skincare products. The campaign needed to be visually impactful, easily adapted to different markets and able to highlight the key Mother’s Day event.

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We adopted the concept of a ‘Spring Collection’, embracing the eclectic nature of the product ranges and presenting them as a unique spring butterfly collection. Each butterfly was derived from a different product. Simple posters were transformed by folding out the butterfly wings making them 3 dimensional, and additional butterflies occupied promotional areas, which together with a full instore VM package created a complete consumer journey.

The promotion created an immediate spike in sales of the skincare product, with improved sales for the duration of the campaign. The flexibility of the promotion was key, with the campaign being adapted locally throughout both the US and Asian markets.


  • Retail Campaign Strategy
  • Art Direction
  • Visual Merchandising