Holland & Barrett has long been a fixture on our high streets, but I think it’s fair to say it’s never been thought of as mainstream.
I’m only a very occasional Holland & Barrett shopper myself, but I noticed their new fascia driving past our local store, and, as well as admiring its simplicity and clarity, it prompted me to find out more about what’s changed inside the stores.
As specialists in driving growth for our clients through optimised marketing, a significant repositioning like this attracts our attention at Dean & Donaldson, as we keep an eye open for examples of well-grounded and well thought through branded marketing initiatives.
Holland & Barrett are clearly looking to ride the ‘wellness’ trend. Analysis from Google Trends reveals that wellness is no longer tied to the typical New Year spike in January but is increasingly an ‘always on’ behaviour. Recent research claims there are now 2.5 million vegans in the UK (4.7 per cent of the adult population). Sobriety is on the rise. And with the NHS groaning under the strain, and modern life becoming ever more stressful, taking a preventative stance to health, and striving to stay well, both physically and mentally, feels more important than ever.
It's good see Holland & Barrett taking a 360 degree approach to their repositioning, which is firmly grounded on its ‘Wellness For All of You’ brand story. This manifesto feels strongly in tune with the current zeitgeist. In addition, the narrative has a strong call to arms – stressing H&B’s role in actively helping us improve ‘mind, body, and soul’ and set and achieve wellness goals. This promise is clearly activated in how they go to market, including their refreshed brand identity.
Online, Holland & Barrett enables us to shop by wellness goals and offers us help and support on our personal journies towards a better version of ourselves. In store comms echo and support the promise and help guide us to make the right choices. And no doubt the staff have been immersed in the brand story so that they deliver a matching and supportive experience.
Well worth a visit next time you’re passing your local store I would say to see what’s changing, both if you're a customer or just a marketing professional!
Creative Director | Multi-Platform Brand Builder | Adjunct Professor & Lecturer on Digital Design, Integration and Purposeful Marketing
3moBy 2025, millennials will make up 75% of the workforce, and they are seeking socially responsible employers. So this is in lock-step for the future of our industry. Would love to talk more about this with you. I teach a course at SVA on Purposeful Marketing and have an idea where we might combine our efforts... hit me up! And continued success to you and the Saatchi wellness group.