A new beauty brand gets set to leave a lasting impression in the crowded retail market with a premium and clean aesthetic.
Launched in 2013 by Bobbie Thomas, Style Editor for NBC’s Today Show, and co-founder Andrea DeVos Abraham, Woosh Beauty seeks to simplify beauty with innovative and practical solutions. Woosh has carved out a niche in the industry with a line of unique products that help streamline everyday beauty routines. After two successful years of sales on the Home Shopping Network, this rising beauty brand received an opportunity to make the leap into the retail market at ULTA Beauty.
In order to successfully compete with established beauty brands in the retail space, the founders knew they needed to stand out on shelf while staying true to their brand and target audiences. To achieve this, they sought a new packaging and end-cap design that would communicate the brand’s mission of “simplifying beauty” in an approachable yet premium way. Woosh looked to Interbrand’s holistic expertise in packaging design and retail environments for a brand redesign that would engage new retail consumers.
Interbrand conducted a strategic audit of the brand, the beauty industry, and category trends, which revealed that consumers are very open to trying new brands—but they need to feel confident that the brand delivers strong value at their designated price point. The team utilized these findings to create four distinct design territories. After identifying the strongest design, Interbrand created new packaging design for 18 SKUs with a clean, premium aesthetic, relying heavily on Woosh Beauty’s brand assets. The end-cap created for ULTA utilizes the same sleek look, tone, and feel, while conveying approachability and highlighting the benefits of each product.
The new Woosh Beauty packaging and end-cap launched in select markets in August of 2017, and rolled out across all 250+ ULTA locations through the end of the year. The brand’s launch into the retail world represents a new phase for the business, enabling Woosh to maintain its signature identity and communicate its core proposition to new customers as it continues to break through and make a lasting impact on the industry.