Smith & Milton redesigns Kate Moss haircare range

This will be the first packaging update of the range, which is sold exclusively in Boots, since it was launched 18 months ago.

Brown has collaborated with Moss on the range, which uses natural ingredients and is scented with bluebell, which the agency said was Moss’s favourite scent.

“We respect all the work that has been done to date and it is the Smith & Milton way not to tear down things that are working,” said Smith & Milton creative director Steven Anderson.

“But there is a clear communication problem and our logic for the development of the range was what James Brown London had been looking for.”

The London-based agency has more than 30 years’ experience of working with leading brands such as Sainsbury’s, Boots and Nestlé.

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