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The Organic Pharmacy celebrates big rebrand with new pop-up in London

Sophie Smith
19 April 2024

Performance-driven skincare brand The Organic Pharmacy has opened a new pop-up at Westfield London to showcase its new identity, hero products and latest innovations.

Running until Sunday 21 April, the three-day activation hopes to drive brand awareness and conversation around clinically proven, organic, and natural skincare.

The space allows guests to experience how the British brand combines certified organics with dermatological excellence to formulate personalised, functional and sensorial skin solutions.

As part of this, visitors can access complimentary 1-2-1 consultations to learn about the brand’s four-step routine and test all its products, from global bestsellers to the latest innovations.

Further interactive touchpoints include healthy juice shots, prizes to be won, and a sampling "Express Counter", as well as the opportunity to purchase products throughout the event and benefit from exclusive promotions, including discounts.

Founded in 2002 by Margo Marrone, The Organic Pharmacy has helped shape the natural beauty movement, bringing an innovative, pharmacy-led and effective approach to health and skincare.

The pop-up at Westfield London comes as the business launches a big refresh of its packaging, formulations and prices.

The packaging features a new logo and colour coding, along with a streamlined hierarchy of label information, prioritising product benefits and consumer needs for easy navigation.

Meanwhile, the upgraded formulations boast new organic and natural ingredients to improve efficacy and meet consumer demand, with increased clinical testing to support claims.

The Organic Pharmacy has also undergone a review of its prices and existing products to offer more consumer-friendly options.

Claire Bories-Azeau, Managing Director of The Organic Pharmacy, said: "Although Margo is no longer involved in the day-to-day business, we remain true to her founding principle of choosing natural alternatives in our skincare and health products while emphasising clinically-proven performance in order to engage a new generation of customers who would otherwise only shop conventional brands for results.

"Our new focus is increased clinical testing, clearer product information and the sourcing of new, high performance natural ingredients. Our loyal customers already trust us for our high standards and we’re keeping our formula quality intact. And the beauty of our brand refresh is that we pair this formula excellence with the launch of consumer-friendly packaging options and prices to connect with even more people on organic and natural dermatology.

"This year, as we launch our brand refresh, out-of-home activations are the perfect way to connect with a new generation of customers, who do not always think that organic and natural formulas can be effective. The pop-up allows them to experience The Organic Pharmacy skin products and services in a personalised, fun and educational way."

The pop-up has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.

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