Crabtree & Evelyn

Brand & Creative Strategy

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Crabtree & Evelyn Brand & Creative Strategy

I joined C&E at a very exciting time, 4 months after a radical rebrand. The team had laid the foundations to bring the brand back to life, aiming it at a completely new audience, refocussing the brand on a 28 year old millenial consumer. The challenge was they were struggling to creatively realise the vision and bring the brand to market. This is where I came in; I was inspired by the leaderships team, their vision and passion and took the challenge on to build and deliver the brand and creative strategy and launch the brand to become a leading beauty and lifestyle brand.

The creative approach has been paying off commercially too. The ecommerce results when I left were strong with an increase of 50% year over year. Our primary focus was on paid social and email channels. Our repeat rate is 20% which is above industry average and almost 40% of revenue comes from emails. Our social channels were also growing week on week 10% and our engagement rate is 5% which is above average.