Marks & Spencer Skincare Range Formula Relaunches 

United Kingdom-based retailer Marks & Spencer’s signature private brand skincare range Formula has relaunched. With formulations and product lines both undergoing an overhaul, the retailer engaged DewGibbons + Partners to review the positioning then rationalize and redesign Formula’s identity and packaging, following their collaboration on the Vertex Award winning Josh Wood Haircare range. The line includes six skincare collections.1-msformula-lowresrgb

With a vast array of product options that provide solutions for virtually all skincare concerns, the brand’s positioning was defined as ‘Find Your Formula’ – whether you need to smooth fine lines or improve skin elasticity, M&S will help you find your perfect regime. The packaging architecture and the design for each collection has individual touches that appeal to differing target consumers, whilst also providing clear on-shelf and on-pack navigation, allowing them to easily understand they can combine products from any Formula collection to best suit their skincare needs.5-msformula-lowresrgb

The redrawn Formula word marque is a simple yet elegant sans serif font. The letterforms are fine and precise with rounded characters for a friendly feel. The detail in the cross bar of the A adds an ownable element to the logo. To ensure Formula’s large tiered portfolio is communicated clearly to the consumer, the appropriate collection name is always centrally sited below the Formula logo on the bottom third of the pack in a color-coded band. Taking pride of place on the packs are keywords, claims, or percentages that highlight the product’s benefits – tone of voice is friendly, positive, and informative. Color and finishes are used to distinguish each collection.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.