Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new in retail — consumer products launches, retail news and FMCG campaigns!
- Online beauty
- Crazy quirkiness
- Keeping cosy with RedRock
Superbalist’s 100% growth
Online retailer, Superbalist, has launched a beauty shop on the site, focusing on colour for lips, eyes, nails and face from South Africa’s favourite brands, including Maybelline and Rimmel, in a natural next step to complete its fashion offering.
According to Klyne Maharaj, Superbalist head of brand, beauty is a staple feature of most complete fashion offerings, and the beauty addition naturally followed its recent launches of Kids and Sports: “Customers spoke and we listened. Online purchases are increasing and Superbalist has experienced 100% year-on-year growth for the last four years; and is predicted to maintain that growth rate for the foreseeable future. A number of traditional brick-and-mortar retailers have also entered the online arena over the past few years and, with it, they also bring new customers.”
In this highly competitive sector, Superbalist has kept ahead of the pack: “We remain highly customer-centric and focus on performance. Our customer obsession leads to a better customer experience — which manifests in everything, from the UX design of our site and app to our product offering and services such as same day delivery. We listen closely to our customers’ needs and innovate with purpose, which has long since given us a competitive edge.”
The Crazy Store’s new “Thingamajig” range
The Crazy Store has extended its ever-popular “Thingamajig” range — an exclusive assortment of functional items that have a fun and quirky side to them, including brightly coloured, creative kitchen tools, handy gadgets, novelty home items, bar and party products.
Says Kevin Lennett, The Crazy Store managing director, “We are continually changing, refreshing, updating and introducing new Thingamajigs into the range, which means that our regular customers always have new and interesting Thingamajigs to view. “We believe this is a very important part of the brand’s continued success and it ties in perfectly with The Crazy Store’s motto ‘Hey, you never know what you might find!’”
The Crazy Store has included quirkier kitchen tools and storage products that will add an element of fun to the traditional way of doing things, such as the nifty egg poacher or the retro stackable storage blocks. The Thingamajig range is available in over 330 Crazy Stores from 25 July 2018.
RedRock “It’s a matter of taste” competition
New(ish) kid on the block, ad agency Abnormal, has conceptualised a brand campaign for The RedRock Brewing Co that has its consumers decked out in its uniquely branded winter woolies.
The idea was to keep RedRock drinkers fashionably warm during the winter months by giving them the opportunity to win something a little different, something bespoke. This sparked the five limited-edition jerseys range, each individually designed to represent the five RedRock beer variants: Rusty Trigger (Lager), Stormrider (Pilsner), Nine Inch Ale (Ale), Bad Moon (Crystal Weiss), Firebird (IPA). Consumers may win one by entering the RedRock Beer — It’s a Matter of Taste competition.
The RedRock philosophy is all about celebrating non-conformity in the spirit of rock ’n roll. All RedRock beers are an ode to iconic rock genres, songs or legends and the jerseys have maintained this theme.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching