This framework stays deliberately close to the range decision already signed off. It sets the logic and the build, not invented proof points - market sizing, RRPs, margins and media budgets are shown as commercial inputs to confirm, never guessed. Where the method mirrors our Double Dutch Tesco work, that is intentional: it is our house approach to a bricks-and-mortar launch, adapted to body care.

The launch is the Playgirl Hair & Body Mist range for the UK: one category, four SKUs, each a distinct mood, scent and colour. It is a mood system, not a single scent - and it is designed to be collected. Four moods give shoppers a reason to buy more than one, to gift, and to come back, which is what grows the basket and earns repeat purchase at Tesco.

Bottles indicative of the agreed Route A language and each SKU's mood colour, not final artwork. Salt Skin is one of the four launch SKUs.

The mist range is the entry point. Each mood can extend into a full ritual collection, which is the NPD runway Tesco looks for in a long-term platform. Body wash, moisturiser and hand cream are earmarked as the first future NPD, with further formats (perfume balm, compact, patches, pot moisturiser) mapped in the Product Creator Lab. These are signalled as roadmap, not part of the launch.

This is Playgirl Edit: the elevated premium range for Playgirl, built specifically for the UK. It owns the shift the category is making - wellness becoming emotional, personal and ritualised, and fragrance becoming more than scent. The design already carries it - an elevated frosted bottle, a sculptural cap, a considered mood story - giving Tesco the chance to own the next expression of mood-led self-care. It reads far more expensive than it is.

Lead audience: younger women who treat scent and body care as identity and mood, discover through feed and shelf, and buy into products with cultural momentum. In store we build memory around broad missions; online we can target sharper, more personal ones.

The commercial case is a structure, not a number, until costs are confirmed. The margin has to be built backwards from a shelf price that reads as elevated premium, with every layer protected: retailer margin, any distributor step, fill and pack cost, and a reserve for promotional funding and retail media. The four-SKU mist range should carry the volume and the collectible basket; the future NPD carries the runway.

Route A is the agreed structural language, with its sculptural sphere cap and rising aqua waterline. The branding system below extends from that decision; it does not reopen it.

A2 · Stacked A1 · Edit call-out

Edit

Recommended primary: the stacked lockup alone. Confident brands under-brand - the clean Play/girl pairing signals premium without shouting, and reads cleanly at small pack sizes.

The design brief from the Product Creator Lab is simple: stand out on a shelf and fit into your routines and daily rituals. Four choices carry it.

Colour is the equity and the shelf signal. Each SKU is a translucent tinted bottle in its own mood colour, with a matching sphere cap. A deep tonal ink of each mood carries the type; salt white is the shared ground across the range.

Shared chassis colours (worked from Salt Skin): pine ink #0B3D39 for type & logo, salt white #FBFCFB as ground. Each SKU swaps the tint; the ink and ground hold the family together.

Playgirl runs ranges in South Africa and other markets. The Edit is the elevated premium range, built specifically for the UK, targeting Tesco. Everything in this framework is UK-specific - the range, the moods, the pricing and the media all assume the UK shopper and the Tesco environment, not a lift from another market.

One idea, said many ways: mood-led self-care you can actually reach for. Playful, confident, scent-led - never wellness-vague, never discount-led. The voice welcomes everyone but keeps its centre of gravity female and self-assured.

Body mist is a feed-native category - it lives on TikTok and Reels, in restocks, layering routines and get-ready moments. We run a two-speed model and let real shopper language, mined through Watch Humans, brief the creative.

An always-on engine keeps the brand culturally present between promotions and gives every channel a job, feeding a loop between what shoppers say, what performs and what we make next. Publishing stays selective and channel-appropriate - the volume is in assets and variants, not in noise.

Price to read as elevated premium: clearly above own-label, clearly below premium fragrance, with a single accessible price per mood mist that lets a shopper try one and come back for the set. Promotions are treated as moments of intensified marketing, not just discount - content, media and price move together in each window.

Every media pound is attached to a mission, an occasion and a moment - in store, online and across Tesco's media environments. We do not treat retail media as a listing tax or generic awareness spend; we deploy it where it helps a shopper remember Playgirl for a specific mission, and we weight it into the launch and promotional windows.

We build the Tesco buyer deck to carry this framework into the room - a commercial growth story, not a design show-and-tell. Indicative flow:

1. Supply the commercial inputs - RRPs, COGS, MOQ and margin expectation, so we can build the real pricing ladder and margin model.
2. Approve the deliverables scope - confirm the build list so we move straight into production.