Woosh beauty brand had the chance to leap into ULTA Beauty stores. In order to successfully compete with established beauty brands in the retail space, the founders knew they needed to stand out on shelf while staying true to their brand and target audiences.

To achieve this, founders Bobbie Thomas, style editor for NBC’s Today Show, and co-founder Andrea DeVos Abraham, sought a new packaging and end-cap design that would communicate the brand’s mission of “simplifying beauty” in an approachable yet premium way. Woosh looked to Interbrand’s holistic expertise in packaging design and retail environments for a brand redesign that would engage new retail consumers.

Interbrand (interbrand.com) conducted a strategic audit of the brand, the beauty industry and category trends, which revealed that consumers are very open to trying new brands—but they need to feel confident that the brand delivers strong value at their designated price point. The team utilized these findings to create four distinct design territories. After identifying the strongest design, Interbrand created new packaging design for 18 SKUs with a clean, premium aesthetic, relying heavily on Woosh Beauty’s brand assets. The end-cap created for ULTA utilizes the same sleek look, tone and feel, while conveying approachability and highlighting the benefits of each product.

The new Woosh Beauty packaging and end-cap launched in select markets in late summer 2017, rolling out across all 250+ ULTA locations through the end of the year.