Reading news at the beginning of 2019 that Crabtree and Evelyn were disappearing from the retail space and going online save for one retail concept store was not surprising. The brand has a loyal following, but being an avid product trend tracker (it’s part of my job after all) it was easy to see they were leaving innovation and product development behind and simply focusing on their cult best sellers.
Cosmetics Design did a very good article on what went wrong, but essentially it was relying on its legacy rather than connecting with its customers needs or diversifying to meet the demands of new customer bases.
However, fortunes look set to change, as this month the brand debuts a redesigned e-commerce site and content platform. Not only have they managed to keep their older brand lines for their loyal customers, but they’ve come up with a refreshing new and simple idea that really fits their brand story/heritage and fits with a new generation of consumer. Inspired by Cyrus Harvey, wanderlust and nature enthusiast and also the brands founder the new ethos is; Born Curious. Grown Wild.
The new and refreshed website and carefully created social media platforms focus on 2 new collections named..Crabtree and..Evelyn! Crabtree is a gender-less collection with apple as a core ingredient focus, whilst Evelyn focuses on rose.
The website sums the collections up: Crabtree; For him. For her. For every lifestyle. Meet the unisex collection that’s refreshingly different.
Evelyn Rose; born from a rebellious desire to do things differently, a rose-inspired collection that’s not all soft and floral – it’s got thorns and attitude.
The Crabtree collection is designed to be shared and the unisex collection balances both sweet and spicy notes so it doesn’t step into masculine or feminine territory. The crabapple influence hasn’t been forgotten though and many of the products contain apple extract, apple fruit water and apple AHA’s.
The Raw Instinct Scent opens with a burst of unexpected fruit (citrusy pomelo and lemon-laced kumquat) – it’s refreshingly distinct.
- Top Notes: Pomelo – refreshing citrus, Kumquat – sweetness with a hint of lemon and pine.
- Middle Notes: Eucalyptus – airy, green aroma, Apple blossom – delicately floral, Jasmine – subtly sweet.
- Base notes: Vetiver smoke – earthy to add depth, Papyrus – a pinch of spice, Guaiac woods – for longevity.
The 8 piece collection includes; Refresh + Renew Face Foam, Renew + Nourish Hand Cream, Cleanse + Awaken Shower Gel, Smooth + Refine Body Lotion, Buff + Invigorate Body Bar and Raw Instinct Scent.
Evelyn Rose is a modern scent with a collection that puts skin care as a primary focus.
Femme de Force, the fine fragrance of the collection, bottles up the fiery spirit of a rose and detonates attitude with every spray. The range includes Soft Touch Face Foam, Lustrous Body Oil, Satin Hand Cream, Femme De Force Scent, Silky Body Lotion and Velvet Body Melt.
- Top notes: Italian Lemon – a burst of citrus, Elemi – aromatic resin, Olibanum – sharp frankincense, Cassis – refreshing blackberry.
- Heart notes: Rose – a woody rose that’s not your average pretty petal, Nutmeg – for added warmth, Cashmere woods – harmonic blend of musk and wood.
- Base notes: Vetiver – adds an earthy edge, Guaiac wood – an exotic wood that has hints of tarmac and smokiness, Musk – for a sensuous finish.
The brand is losing its traditional heritage products either. In another very clever brand development they have kept the old, bestselling products and simply renamed the collection ‘The Archives‘.
I really have to say that I think the new collections are clever, simple and thoughtful. They have a personality and story as well as key ingredients and on trend product formats. 2 of the biggest trend influences have been merged. K-beauty is all about more and Scandi Beauty is all about less and I think this brand has released a really good capsule collection combining this ideas in 2 core collections, that more importantly, can be added to in order to keep it fresh and on trend for the new generation of consumers. Bravo Team C&E!