Crabtree & Evelyn returns with millennial-friendly products, packaging, and more

Crabtree & Evelyn returns with millennial-friendly products, packaging, and more

Pretty in pink

Text: Emily Heng

The demise of the OG Naked Palette remains a momentous event in beauty history — as with the global shutdown of Crabtree & Evelyn stores shortly after. The double exits left the beauty world reeling, though Urban Decay quickly remedied the situation with a reboot (hello, Naked Reloaded). Crabtree & Evelyn, however, didn't bounce back immediately. Emptied stores and a near non-existent online presence left fans dealing with what seemed like the slow, inexorable fade out of the beloved brand.

But a comeback tale is underway. The brand makes a triumphant return today with dynamically different products, packaging, and most importantly, a new free spirited ethos: “born curious, grown wild". On top of that, Crabtree & Evelyn's revival is joined by a state-of-the-art content platform and an e-commerce site that features innovative customer chat initiatives to appeal to a younger set.

The decision to rebrand as a boundless (“grown wild”) millennial-friendly label is undoubtedly a sound one, seeing how millennials buy more cosmetics and skincare than every other demographic, according to The Wall Street Journal. In fact, brands that appeal to this powerful audience have been steadily grabbing market share from beauty conglomerates, with a report by Deloitte in 2017 claiming that "small is the new big." So what does it take to become a millennial-loved label?

If beauty upstarts Glossier, Colourpop, and Morphe are any indication, the formula for success is not complete without authenticity, diversity, and individuality. Gone are the days where traditional beauty advertising reigned supreme — chemical-laden formulations and overly Photoshopped ads are left in the dust. Brands are instead, opting for natural, organic offerings championing inclusivity, social awareness, and personalisation. Examples: Glossier's mantra “celebrating the individual” and Morphe's donation of their Pride Palette proceeds to LGBTQI+ charities.

It is this strategy that Crabtree & Evelyn is employing in their revamp. The first genderless offering from the brand, Crabtree, comprises a collection of elevated unisex essentials. There's also their rose-scented collection, Evelyn Rose, a unique take on the flower of love which rejects the ordinary.

We’re intrigued — and waiting for the next chapter. As admirable as all that may sound, there is no denying that Crabtree & Evelyn faces strong competition. What will distinguish the Boston-born label from others in the market? Only time will tell. Hit us with your best shot, C&E. In the meantime, we'll be perusing the full range below.

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