Woolworths South Africa

How we transformed beauty retail from transaction to transformation.

What happens when a retailer wants to be more than a shelf?

Woolworths South Africa had the products, the footprint, and the name. But to become a true beauty authority, they needed to transform the customer experience. Our strategy turned retail into ritual—building community, not just counters.

  • Role: Art Director (Spring Studios)

  • Deliverables: Brand strategy · Visual identity · In-store experience design · Digital content strategy

  • Reach: Nationwide rollout across South Africa

  • Result: Elevated brand perception, increased customer engagement, and a foundation for future beauty initiatives

The Insight

Beauty counters shouldn't be barriers—they should be gateways to experience, expertise, and elevation. Modern beauty consumers don't just want to shop; they want to belong to something bigger.

The execution

We created:
- Beauty Trend Collective: Not just influencers, but innovators
- Sir John Masterclass Series: Education meets aspiration
- Editorial content platform: Stories beyond selling
- Premium visual world: Elevation through aesthetics
- Experience-first retail: Connection beyond commerce

Glow Getter

SUPER,
NATURAL

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By challenging the culture of traditional beauty retail, we didn't just change how people shop—we changed how they experience beauty. And sometimes, the best revolutions start at the counter.

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