ABOUT

Tesco wanted to revamp its fragrance ranges, starting with its higher tier Fox & Ivy ranges. I was bought in via the Tesco Hong Kong sourcing hub, due to my good links with many Chinese manufacturers and expertise in bringing new fragrance, home and gift lines to market.

The brief
Provide integrated product, fragrance, creative, design, packaging and artwork solutions using a Chinese manufacturer to develop value engineered ranges to launch in SS19.

Concept and execution
The packaging concept was based in bringing higher-quality ranges into store, using specialist finishes, trims, ribbons and interesting enclosures. Creatively, the challenge was to ensure the the product and packaging was of high enough quality to meet a relatively low price point. The project required continual face-to-face meetings with the Tesco design team in the UK, buyer trips to China and development of an integrated artwork, print and PQM process.

Results
Early signs are good - sales in the first quarter are above targets and the ranges will be extended in 2020.