Primark and The Third Alternative

Working in conjunction with design consultancy burst*, Primark wants to create an integrated branding campaign for its P.S. beauty range.

burst* works with Primark to name, brand, package, as well as photograph and direct the video art, to move the Primark brand in a new direction.

Primark chose to call the range P.S. to carry the implication of a “perfect accompaniment to any outfit,1 with the view that it would concentrate on their fashion-forward consumer target audience

Courtesy of burst*, the three categories of cosmetics, skincare, and accessories that come with the offer of the range “all have their own identity.2

"brights," and "glams," in Primark's P.S. range.

“brights,” and “glams,” in Primark’s P.S. range.

Fran Théanne, head of creative at Primark, says: “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.3


Used in-store and on the brand’s social media channels, the high street retailer also commissioned burst* to create specialist promotional video material. The video contains material that makes use of vibrant and bold looks created by artist Maxine Leonard using items from the P.S. range. Primark commissioned photographer David Oldham to shoot the video. “The look and feel of the video has been designed to appeal to a young, fashionable and fun-loving audience,4 writes Gillian West for The Drum magazine.


As you might know, P.S. stands for “postscript,” which means an additional remark at the end of a letter, after the signature. The video by David Oldham makes use of a pallete containing “pastels,” juxtaposes these with “glams,” mixes them up with “brights,” and brings them all together to create a colourful picture that appeals to girls who love the rock look, or whichever look they want to create for that matter. The buzz-word is “love.” It might evoke the cliché, P.S. I love you, appealing to that thing which girls love about make-up, what it can do for their appearance.5


Kasia Rust of burst* says: “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.6


The Third Alternative

Natural ingredients help to make beauty products by Lush Cosmetics the ethical choice against Primark’s new brand. Lush chose to combine their cruelty-free ethos with a range of make-up that “matches psychological needs to which color cosmetics you should wear,” writes Nikki Hess of The Examiner. The range, Emotional Brilliance, comprises 30 lip colors, eyeliners, and eyeshadows that correspond to colours that represent emotional states or moods. Nikki Hess adds further, “It’s a collection focusing less on what’s trendy at the moment and more about what best fits you and your mood.”7

Different times correspond to different moods and Lush playfully helps the consumer determine the mood by suggesting certain emotional states, such as Glamorous or Confident, which correspond to the various different colours on offer. This implies that by wearing the colour you subscribe to the meaning of the word and let that define how you feel. It works a subtle marketing tool but it doesn’t necessarily negate the meaning.

Lush's "Emotional Brilliance" range relies on colours corresponding to emotional triggers.

Lush’s “Emotional Brilliance” range relies on colours corresponding to emotional triggers.

It also works under the assumption that we can alter our attitude or behaviour. Renowned Strategic Behavioural Therapist, Lady Kennedy, helped to bring about the creation of the Emotional Brilliance range by consulting with Lush who enlisted her expert help. Lady Kennedy makes it her speciality to deliver people from one state of mind to another, notably better, through a process of what she calls “mind care.”8

To the beauty-minded consumer, Nikki Hess says: “The Liquid Lips colors range from hot pink to bright red to a neon-ish purple. They use Lush’s softening Ultrabalm as a base, plus plenty of vibrant pigment. You can wear these shades of lipsticks straight from the bottle for a brighter look, or you can soften the look by applying them with a lip balm.”9

Lush Cosmetics takes care to use natural ingredients, for instance, cupuacu butter to help set its make-ups, and jojoba oil or almond oil with a rose petal infusion to help set the base of the make-up and give it fragrance. In using only natural resources Lush appeals to people who feel that their priority as consumers must contribute to an industry that creates eco-friendly products. Hess gives antecedence to Lush’s environmentally friendly work when she says, “All the makeup in the Emotional Brilliance collection is vegan. All the makeup comes in clear glass bottles so that you can easily pick your hues as well as how much product you have left. You can recycle the bottles, or wash them and reuse them for something else.”10

1West, Gillian. “Primark launches P.S. beauty range with a helping hand from burst*.” 28 February 2014. Web. Accessed: 28 February 2014.




5Oldham, David. “Introducing ‘P.S. Love’ Make Up Range | Primark.” 04 February 2014. Web. Accessed: 28 February 2014.

6West, Gillian. “Primark launches P.S. beauty range with a helping hand from burst*.” 28 February 2014. Web. Accessed: 28 February 2014.

7Hess, Nikki. “Truly brilliant color: Lush’s Emotional Brilliance collection.” 20 July 2012. Web. Accessed: 13 March 2014.






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