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Coles launches own brand contemporary skincare range

Coles is expanding its own brand offer with the introduction of a range of contemporary skincare products.

The Soap and Body range, named KOi, meets consumer demand for natural and ‘free from’ with 100 per cent naturally-derived botanicals and essential oils.

“The craftsmanship and commitment that goes into every KOi product, knowing only the best, natural ingredients have been used, is real value for our cost-conscious market and articulates our belief in beauty for the everyday,” said Belinda Anderson, head of marketing for Coles Own Brand.

“Customers are drawn to active, pure ingredient combinations for optimal skin care that also considers the environment. KOi is a natural escape from the everyday.”

KOi is part of a category revitalisation program created by Hulsbosch, which involved a six-month in-depth research program to develop the
brand philosophy and strategy.

The branding and packaging is simple with a natural feel driven by colourful graphics that “convey a fragrant, luxurious personal care experience”. Rainforest and Tropical pattern are the key visual links across the six-part product range.

Mikey Hart, creative director at Hulsbosch told Inside FMCG that they created an everyday luxury slant with an illustration style “that takes you somewhere else”

“We’re very conscious that in a world where everything can start looking the same, we just had to break the mould somehow, find a new visual identity, a new visual language, that consumers can not only find us on the shelf, but identify with us,” he said.

Hart said the they purposely kept claims off the front of the back as they believe most consumers will be quick to do their own investigations.

“Consumers are expecting products to be made more and more naturally now, so it’s kind of becoming a given. People actually pick up the pack and investigate for themselves because they’re a lot more savvy today,” he said.

“On the back of our packaging, we have shortcuts to allow the consumer to quickly understand the product. But when it comes to the front of pack it’s really important for us to try and keep it as simple as possible.”

The KOi Soap and Body range is on shelves at Coles stores around Australia.

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