The first integrated advertising campaign for the all natural personal care brand. The brand was growing fast and expanding their product line and distribution. We discovered that a “natural newcomer” needed some education in the world of all natural vs. synthetic or chemical ingredients. And they needed to be convinced that natural products are as effective as others.
We took a unique approach to beauty, using accessible women and featuring only the part of the body that was important. The overall feeling is one of women feeling free, natural and communing with nature. The campaign met with much attention and success.
It informed all consumer touchpoints for the brand, integrated into in-store displays, website, social media and all promotional efforts. We created a print extravaganza, a long format piece with a removable consumer friendly wallet sized card listing nasty ingredients to avoid while shopping. An online component accompanied the effort.
The brand’s overall awareness quickly rose to 96%.
An evolution of the campaign was created when more efficacious products were being introduced. It still communicates the virtues of all natural with a play on quippy titles to keep the humor & wink of the brand and to tell the product story or “plot” in a compelling way.
We also created a web video to bring a new brand positioning and a new way to look at beauty to life: Beauty You Live By.