BRIEF

According to 2015/16 Euromonitor statistics, the beauty and cosmetic industry was soaring. Yet, after a loss of $972.7 million at the till — its first in 23 years — Woolworths knew it needed more than a cosmetic makeover. It needed a cosmetics range. 

With perennial rival Coles, discount outlets Priceline and Target, and wunderkind retailer Aldi already on bathroom vanities across the country, Woolies engaged us to develop an affordable cosmetics brand that didn’t skimp on quality. 

In a move strategised to lure their cosmetic customers back from competing outlets, The Fresh Food People set their sights on beauty addicts and savvy skincare shoppers seeking an equally desirable bargain. Naturally, they needed a beautifully simple name to mirror such a simply beautiful idea.

STRATEGY

Luxury is a life comfort often reserved for the wealthy but when you know where to look, hints of indulgence are available to everyone.

Applying everything from consumer research and psychometric testing to data insights, colour psychology and sheer creative serendipity, we methodically developed a brand concept with the idea of beautifully simple firmly in mind — including logo type, packaging style and tone of voice that simply couldn't be captured better in four more elegant letters…or is it three-and-a-half?

SOLUTION

VŒU
[voo] – noun; vow, wish (French)

For those in the know (read: Woolworths customers), Vœu was conceived as one of life’s little luxuries — encapsulated in its tagline Vœu is all about you.

As much a word as an image — the distinctive French glyph Œ creating a unique monogram ideal for boldly aesthetic design — Vœu is enticing, unique and confident. Chosen to convey accessible aspiration, the vibrant purple tones of Vœu embody everyday luxury with a subtle nod towards regality that's quite democratically offset at the checkout by a very attractive price. 

EFFECTIVENESS

With in-demand TV presenter, stylist and public speaker Jules Sebastian hosting the official launch, our wishes were already coming true. As of April 2017, Woolworths bucked market expectations with strong first-half results — an encouraging sign its billion-dollar investment in lowering prices à la Vœu is paying dividends.

Despite a 13.9% decline in underlying earnings, Woolworths swung back to a half-year profit of $725.3 million and snapped a seven-and-a-half year losing streak, beating Coles in quarterly sales growth for the first time since 2009.

On the back of healthy sales data and positive feedback from the beauty aisle, talk of an affordable quality skincare range for men continues to vitalise high hopes for Vœu. Meanwhile, during September 2018, the Voeu Naturals Range debuted at The Calyx Royal Botanic Garden Sydney, with a breakfast grazing menu featuring key formulation ingredients from avocado and apricots, to macadamia nuts and native Kakadu plums.

MEDIA

A CURRENT AFFAIR     •     DAILY MAIL AUSTRALIA     •     GRAZIA     •     MAMAMIA     •     NEWS.COM.AU     •     9HONEY     •     THE CALYX EXPERIENCE