On the face of it, Soapsmith and QVC seem to be an unlikely pairing. The London based soap company takes inspiration from the city of London to build an olfactory journey through bath and body products. It’s a brand that’s a little bit rustic, a lot interesting.
If anyone knows what they’re doing, retail wise, it’s QVC, and to that end they launched a competition to ‘Find A Beauty Brand’ that would join the 200 beauty brand that QVC already sell. And, Soapsmith won it. I can quite see why. Integrity with ingredients, a good ‘story’ around the range and a wonderful, aromatic end product that has no natural competition in the QVC portfolio – yes, it all adds up.
What I hope it means for Soapsmith, who will be mentored by QVC buyers and also members of the CEW team, is brand recognition that will send them into orbit, sales wise, and plant them very firmly in the bath/body arena.
I’d be absolutely thrilled with the block of eight guest soaps in individual fragrances (Baker Street is honey, almond and goatsmilk, Marble Arch is Vanilla, Orange, Saffron and Patchouli, Brick Lane is Amber, Pepper and Sandalwood for example) because that’s virtually a discovery box that would be so much fun to use.
Typically, QVC style, they’re packaging up a 4 piece set for £30 that includes the soap selection above, a Body Butter Melt, a small size Bath Soak and a bigger size bath soak which will be available on 24th January. To my calculation, buying as a set means a saving of about £10.
The concept of this, where a large brand mentors and nurtures a smaller one is really good – I know it goes on unofficially behind the scenes sometimes, but it would be lovely to see more brands take the initiative to give their knowledge and experience. Sometimes getting caught up in sales figures and naval gazing means you forget to pass on the love. I’m interested to see how Soapsmith and QVC rub along together.
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