Case Study: Holland & Barrett strengthens wellness brand presence with Action Global Communications

Holland & Barrett builds an expert-led wellness brand in Cyprus with Action Global Communications

Holland & Barrett, a health and wellness retailer, wanted to strengthen its brand position in Cyprus to become a top-of-mind authority on wellness, natural beauty, and healthy food. Their challenge was to increase spontaneous brand awareness, strengthen category preference, and connect more effectively with a 25-45 year-old audience. They partnered with Action Global Communications on an integrated communications strategy to address this.

Action Global Communications developed a strategy positioning Holland & Barrett as "Experts in Wellness," moving beyond retail promotions to create experience-led campaigns. The solution included mall pop-ups for clean beauty, nutrition-focused breakfast activations, and highlighting in-store advisor expertise. This approach successfully repositioned the brand as helpful and expert-led, creating a clearer platform that connected awareness, education, and engagement to drive store traffic.

Holland & Barrett