Etos has been a household name in the Netherlands for over a century and has repeatedly been voted the best drugstore in the country. Whether it concerns health, appearance, exercise, or nutrition, Etos always knows what to do. With their extensive range of products and over 500 stores, they have established a valuable position with consumers. Working with such a prominent client has been a pleasure for us for more than four decades.
Our Ahold team serves both Albert Heijn and Etos, but a drugstore range often requires specific talents to create effective work. Fortunately, our team comprises various creative talents who always know how to strike the right chord, whether it concerns baby diapers, laxatives, mascara, or perfume, to name a few examples. Working for a drugstore is fascinating because you shape products that directly or indirectly influence consumers’ mental and physical well-being, and sometimes even become part of their identity.
Design tells a story, whether it’s a small anecdote or a grand experience. It can also evoke positive associations that consumers recognize when they stand in front of the shelf. Take our redesign of Etos sun protection products, for instance. With growing awareness of the harmful effects of UV light, this category has become more prominent. This presented Etos and us with the challenge of clearly communicating their own-brand products. We achieved this through clear category segmentation and an improved hierarchy for product information, making it obvious that the sun has been turned on, on the packaging.
A significant portion of Etos’ private label range is impressive enough to be given as thoughtful presents. Around the holidays, Etos takes this a step further by surprising customers with gift-worthy items. To make these items desirable, we plan a year ahead, predicting popular products and their aesthetics. We track trends and developments in fashion, art, retail, media, and similar brands throughout the year. This inspires us to create themed or seasonal collections that are both on-trend and marketable. For these projects, we guide Etos from trend boards to final products, encompassing colors, materials, scents, prints, and designs.