cosmetics & beauty products – Neal’s Yard Remedies
Recently I have been wandering the isles in my local Boots and Superdrug. I want a new brand on my bathroom shelf, one that makes me feel special and younger and tells me that I am looking after myself and that it is not too late… However, Boots and Superdrug are not cutting it for me. I want something that makes me feel worth it… Oh no, that reminds me of L’Oreal and I promised myself that I would not go down that route again (their stuff makes me break out in spots and even though I want my skin to look nice and young, I was not thinking of looking like a teen again, besides, their celebrity led advertising is naff).
So, what is driving my buying decision here? I want something nice and luxurious, but it has to be good for my skin and I don’t want it to break the bank either. And I want to trust it to be good for my skin and my overall wellbeing. A brand that uses good ingredients, a brand that has credibility and knows what they are talking about. A brand that makes me feel good.
And then I stumbled upon a freshly opened Neal’s Yard shop in town yesterday. OMG, I was in heaven. The products smell and feel sooooo good, the packaging is simple and classy, the price is just right (not too cheap to make me think that I am just buying another Boots type brand and not too expensive either). The whole shop feels healthy and natural and credible! I feel like I can be myself and promptly started trying some of the products. Five minutes later I was chatting to the shop assistant, who very kindly gave me samples to try some of the products I had been eyeing up.
Obviously, being a branding geek, I started thinking about how they have shaped their brand and how they have developed that relationship of trust with their customers. So, I went on their website and had a closer look. When it comes to the look and feel of the Neal’s Yard Remedies brand, they are certainly not going down the fashionable/trendy route. Their logo looks like a seal or stamp, simply showing a tree and its roots, with some traditional lettering, stating the company name and location. The look and feel is very natural, however professional. It reminds me of an old fashioned apothecary, the clue being in the name, containing the word ‘remedies’. All their ingredients are organic and they have been working with those ingredients for a long time, therefore know their stuff. They are credible about knowing what is good for your skin/body/wellbeing as well as which ingredients one should avoid. Their packaging is simple but uses gorgeous blue bottles or pots in different sizes, with a simple label, telling you what the product is and what the ingredients are. This could again be a reference to apothecary bottles and containers. The store layout is simple and clean, letting you browse the products easily, with no clutter.
Everything in the visual language communicates that Neal’s Yard Remedies use good organic ingredients and that they are effective. They are experts in natural health therapies and offer a huge range of different therapy types (from Bach flower remedies to aromatherapy to super foods). It really is like a natural pharmacy.
But looking at their products and how they are presented would only scratch the surface of their branding. Neal’s Yard does much more than just good products. They also have spa’s, do courses and campaign to protect our environment. They interact with their customers in a friendly and honest way. And they create opportunities for people all over the world, whether it is by buying fair-trade organic ingredients or enabling people in the UK to start a business by selling their products.
Their website says:
“At Neal’s Yard Remedies, we’re driven by the passionate belief that health and beauty should be more natural, less synthetic. This passion, and our firm belief that it’s down to all of us to protect our precious planet, is at the heart of everything we do.”
I really think that this statement is believable and that Neal’s Yard manages its brand according to those values. This creates a relationship of trust with their customers, hence results in a growing business and fantastic sales.
I certainly will be going back, I have my eye on quite a few bits and pieces…, however they might want to review their fonts… I am sure something slightly more modern would not hurt.