The challenge was to revive sales by developing a high-performing, design-led product which was internationally compliant and a complete refresh to the previous range.
Our NPD team and expert chemists developed from scratch new tanning products with high-performing formulations, ensuring key ingredients and fragrances were included. Creating an amazing new product in terms of design and performance was critical, as was ensuring development at a competitive price so the range could combat competition from reputable high-street brands.
Due to Primark’s international presence the creative team had to think in the shoes of each customer profile and relate tanning trends. We spent time visualising concepts and creating prototypes.
Matrix developed two trend-led ranges with a design edge that stand out from the crowd. Both have pearlised or holographic finishes, giving the ranges a luxurious feel and adding real value for money. The range launched in June 2016 and received a huge amount of Press and social media coverage.
Primark and Matrix continue to work together in the beauty area on both men’s and women’s products.