New collections launched
Edinburgh agency rebrands Scottish soaps
They are the first from The Scottish Fine Soaps Company’s pipeline of new products, developed and directed by Guy & Co from its base in Hanover Street.
The agency, which was formed by David Guy in 2013, has created a bespoke innovation process for the Scottish Fine Soaps brand, which includes fragrance and style trend analysis, concept development, extensive consumer testing and commercialisation.
While the brand has an established heritage with 40 years’ expertise, there is new focus on creating packaging designs that celebrate contemporary Scottish style with influences from the art, fashion and photography world, among others.
The Au Lait collection, which was re-branded last year, typifies the new design approach with a black and white miniature cow pattern based on an innovative houndstooth check – a Scottish fabric favourite of Coco Chanel and current style editors.
Catriona Summers (pictured with David Guy), senior account director at Guy & Co said: “Since we began working with The Scottish Fine Soaps Company in 2013, we have concentrated on building the brand to help grow this gem of a Scottish company. It’s a highly competitive market, which is dominated by global brands so it can be hard to gain traction.
“However, we’ve had a phenomenal response and made great inroads following the first stage in the process, which was a revamp of the Au Lait and Sea Kelp collections late last year. Both have generated significant UK and international interest.
“This brand is all about celebrating the creativity and style that Scotland has in abundance and the two new 2015 launches represent the first wave of new product development this year with further collections planned to capitalise on the male grooming market and peak Christmas sales period.”
Robert Ross, managing director of The Scottish Fine Soaps Company, added: “Collaborating with Guy & Co on our brand development and new Larch & Lavender and Pink Grapefruit & Argan Oil collections has been highly beneficial. We’re smoothly changing gear to make The Scottish Fine Soaps Company the brand that will reach the ambitious targets we’ve set ourselves and our agency in the coming years.”
The Campaign will be driven by PR, marketing and sampling to trade and consumer audiences to build awareness and help secure listings with the support of Jigsaw PR.
Guy & Co has worked for brands such as Deloitte, Edrington, Albert Bartlett, Scotty Brand, Royal London, Bright Grey, Scottish Provident, Herald Scotland, Ladbrokes and Maxxium UK.