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Infrared protection sunscreen from Superdrug

Posted by: Biles Hendry

Date added: Thu 31 Mar 2016

Biles Inc. was briefed by Superdrug to extend its best selling Solait sun lotion range to include Infrared protection variants.

Infrared protection sunscreen from Superdrug Zoom

Damage from infrared rays is relatively unknown in the UK but awareness is growing quickly in markets such as Australia. Superdrug is launching special products that help ensure the consumer has protection from infrared rays as well as the normal 5 star protection UVA/UVB offering in sun care lotions.

Biles Inc. developed a strengthened pack architecture to build added value to the range and introduced an extended colour palette to signify the key differentiator: Infrared protection.
The resulting design features a pictographic representation of the layers that different types of rays penetrate, to quickly and simply communicate the benefit of infrared protection. It is sold in a tube with an outer carton that further builds quality perception and helps justify the price premium over the core range.

Creative Director Anthony Biles commented, ‘Solait is a fantastic brand, one from Superdrug’s top echelon. This innovation places Solait ahead of a majority of its competitors and our design solution delivers confidently against this leadership position’.


The new range is launching across Superdrug stores over the coming weeks.

Other articles by Biles Hendry:

Superdrug’s Dry Shampoo is given a cool new look courtesy of Biles Hendry.

Superdrug’s Dry Shampoo is given a cool new look courtesy of Biles Hendry.

Superdrug asked Biles Hendry reinvigorate their range of dry shampoos, to give the reformulated products, packaging that would show the Superdrug offering to be a worthy competitor to market leader Baptiste.

Fri 20 Jan 2017

Changing the view. Boutinot wine Montevista receives an original new look courtesy of Biles Hendry.

Changing the view. Boutinot wine Montevista receives an original new look courtesy of Biles Hendry.

Leading UK wine maker and importer Boutinot asked Biles Hendry to rebrand their Montevista range, a selection of Chilean wines comprising a Sauvignon Blanc, Chardonnay, Rosé Sauvignon Blanc, Merlot, Cabernet Sauvignon, and a Carmenère.

Mon 16 Jan 2017

Biles Hendry designs new McAllister’s biscuits range for Lidl

Biles Hendry designs new McAllister’s biscuits range for Lidl

Biles Hendry was briefed by Lidl to create a range of more premium Scottish biscuits for the UK market.

Tue 10 Jan 2017

Raise your glasses, then raise the roof

Raise your glasses, then raise the roof

Biles Hendry was asked by leading UK wine distributor and producer Bibendum to create a new range of Argentinian wine, consisting of a Pinot Grigio and a Malbec.

Wed 04 Jan 2017

Biles Hendry focuses on clean, simple design to optimise the childlike qualities of Ella’s Kitchen on the relaunch of their baby dry cereal range.

Biles Hendry focuses on clean, simple design to optimise the childlike qualities of Ella’s Kitchen on the relaunch of their baby dry cereal range.

February sees Ella’s Kitchen® rolling out new packaging for their baby dry cereals, with design by Biles Hendry

Mon 01 Feb 2016

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