Primark launches P.S. beauty range with a helping hand from burst*

The beauty range will appear in Primark stores from this month

Primark has worked with design consultancy burst* to create an integrated branding campaign for its P.S. beauty range.

Launched in-stores this month Primark tasked burst* with the naming, branding, packaging, photography and video art direction of the range, as well as in-store point of sale materials.

Created for Primark’s fashion-forward customer the P.S. name was chosen as it implies the range is the perfect accompaniment to any outfit. With the offering there are three categories – cosmetics, skincare and accessories – which all have their own identity courtesy of burst*.

“I am delighted with the outcome of this campaign. As a result the High Street will really know that Primark is in the business of beauty products at amazing prices,” said Fran Théanne, head of creative at Primark.

In addition the high street retailer commissioned burst* to create a promotional video to be used in-store and on the brand’s social media channels including Instagram and Facebook. Fashion photographer David Oldham shot the video, with Maxine Leonard working on make up using items from the range to create the bold vibrant looks. The look and feel of the video has been designed to appeal to a young, fashionable and fun-loving audience.

Kasia Rust of burst* added: “Creating such a young and energetic campaign with so many different elements was a challenge, but it was one that we’ve really enjoyed. We’re really proud of the work and very happy to see it appearing in stores and online.”

Over the year the range will expand rolling out in all Primark stores in the UK and internationally.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian