Spring’s return often doesn’t just signal the arrival of a new season, but the commencement of the annual spring clean. A good old fashioned revamp isn’t just important in a personal sense, but a professional one as well, with a makeover often proving to be what it takes to remain relevant in the industry. McPherson’s has embraced this philosophy for 2016, unveiling major updates across its stable of brands.
The multi-brand beauty company recently revealed a slew of makeovers and new innovations at its annual Beauty Boutique. Reinvention and revamp sat at the heart of the event, which showcased a new look for A’kin in particular. The brand debuted a wood-inspired packaging, accented bycopper foil. Brand manager Lucy Robinson believes the revamp is the essential next step in elevating the brand within the market, commenting: “We were in a stagnant position, we really needed to change the way we looked and felt to consumers. We wanted to create more of an impact, something that was unique and distinctive and really elevated our position within the natural competitor set.”
This renovation isn’t only skin-deep, as a new direction accompanies the new look for the brand. Robinson continues: “We are very proud of our new tagline - ‘be a’kin with nature’ - which really highlights to consumers the ethos that we live and breathe.” The brand also welcomed a trio of products into its expanding fold, including a Cleansing Micellar Water, Weightless Rosehip Oil, andHydrating Mist Toner.
McPherson’s has also unveiled updated patterns from its ongoing collaboration with fashion designers We Are Handsome, which will appear on packaging for Lady Jayne, Manicare and GLAM by Manicare products. Marketing manager Juliette Toolin believes the successful partnership has helped the brand target a new demographic. “I guess the secret to our longevity has been recruiting the next generation. And what We Are Handsome gives us is the style and sophistication and the energy to inject into our brands through our beautiful packaging. It’s also a way to engage that younger consumer - giving them access to a world where fashion meets beauty,” she says.
New talent has also been welcomed into the Dr. LeWinn’s family with the arrival of actress Anna Bamford as brand ambassador for the cosmeceuticals line. The Wonderland star is the perfect fit for the brand says marketing manager Janelle Skropidis: “[Bamford] is very much a reflection of our brand in terms of the discerning consumer who is looking for products that really work. Dr. LeWinn’s has proven that with the test of time, having been around for the past 25 years.” Bamford will become the face of the burgeoning brand’s range of skincare, including the recently introduced anti-ageing innovation, Dr. LeWinn's’s Eternal Youth Day & Night Cream.