If you are (or were) a fan of the Crabtree & Evelyn brand from the UK, January must’ve brought about a big shock to you.
You know, that brand that sells higher-priced bath products, hand creams and even assorted shortbreads and cookies (the bomb, honestly).
It was announced then that the brand would be closing down all their physical stores not just in Singapore, but all around the world, save for a concept store in the UK.
They were also going to file for bankruptcy protection in Canada, leaving many confused.
Weren’t they doing well enough?
That’s it – they were done for good, everyone thought.
But guess who’s back, back again?
They’re Not Like How You Remember
Six months later came the news that the brand would be relaunching with a completely new identity and look, and with new products. It’s still owned by Hong Kong investment holding company Nan Hai Corporation.
Crabtree & Evelyn’s products were always synonymous with English finery, delicate flowers on every surface and dainty products that wouldn’t feel out of place in the Queen’s vanity table. Basically, atas.
But the new Crabtree & Evelyn now feels like the prim and proper princess decided that she wanted to rid all her floral dresses and smash her teacups to become a hipster who seeks the aesthetic in everything she does.
Their new brand tagline: “Born Curious. Grown Wild.”
Never would anyone have thought that these photos were from Crabtree & Evelyn. It’s totally different from before, but hey, at least they kept some of the flowers.
Different Product Range
Where the old Crabtree & Evelyn was well-known for their hand creams and body lotions more than anything else, variations of that will still be part of their product range.
However, with the rebranding, the familiar nature packaging is now no more, replaced by minimalistic and “aesthetic” ones instead. It’s simple and baby pink, with a black sketch drawing of a rose tactfully placed in the corner.
Basically, it’s every Instagram influencer’s aesthetic dream.
There will be two product lines for this launch, namely the Crabtree line and the Evelyn Rose line.
Crabtree is a non-gender-specific line that includes beauty, body and lifestyle products such as facial foams, hand creams, body bar soaps, body lotions, shower gels and a fragrance.
Evelyn Rose, the ones in pink packaging, is more feminine, and it carries facial foams, hand creams, body lotions, body oils, body moisturisers and fragrances.
Prices begin at $15 for a 25ml hand cream to $118 for a 100ml perfume. That sounds decent.
Online And Offline Available
The new products will be available on their online website sometime this month, with a completely new online shopping experience as well.
Sadly, the Singapore website is still in the midst of revamping and can’t be accessed just yet.
They asked me to input a password if I wanted to enter the site. Oooo, so secret.
However, you can already check out the new product lines on the fully revamped US website here and go crazy over deciding what you should buy beforehand.
If you’re one of those people who don’t really like shopping online and prefer to shop offline in the store to experience the brand fully and test out all the lotions and creams, you may just be able to do so soon.
Possible Concept Stores
Crabtree & Evelyn have announced that they plan to open concept stores in a few key cities around the world, but it’s still unknown whether Singapore is on their list or not.
Now we can all go back to feeling and smelling like British royalty. Mostly.
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