Naturally DuWop
CLIENT: THE BEAUTY PARTNERS
PROJECT: NATURALLY DUWOP
SECTOR: BEAUTY CPG
LOCATION: USA + UK
How we helped a mature brand extend their life cycle by tapping a growing market demand for natural, clean beauty products.
SCOPE OF WORK
Brand Strategy & Action Plans
Sub-Brand, Messaging & Identity Design
Photo & Video Production
Training Manuals & Retail Promotions
Sales Deck & Sell Sheets
Packaging & Retail Displays
Print Production
Digital Marketing
Social Media Partnerships
-
DuWop Cosmetics, an independent beauty brand in the industry for over a decade, needed to diversify its audience and expand its market share. With an indie budget and short on time, it needed to launch something new that would show buyers and consumers that DuWop was still innovating and keeping up with market trends. With several hero products they wanted to develop something that fit within their collection but was also new enough to make a splash with their buyers and customers.
-
Our Brand Strategist Kat B, with her thumb on the pulse of consumer trends and movements, knew introducing a natural collection would open up DuWop to a growing market of consumers seeking "clean beauty" and natural products. The solution was to develop a cohesive identity system for a natural collection that also tied into the overall existing DuWop identity. Over time, DuWop could develop and release new "natural" products to add to this collection.
Morgan reformatted and produced a social welfare talk show on anti-narcotics and women’s empowerment that broadcast nationally. Most noted was the comic book series that was revamped with a two part series that introduced the first female afghan comic book superhero. Including a re-order of the female afghan superhero story, a total of over 1.4 million copies were distributed throughout Afghanistan.
THE HUMMINGBIRD
Inspired by a true story of a hummingbird making her nest outside of the DuWop headquarters, we designed an icon that would be used to indicate when a product was made with all naturally derived ingredients. For existing products in DuWop's collection, stickers could be added to packaging if they met the natural qualifications. For new products, the hummingbird would be printed directly onto packaging. This allowed DuWop to offer a wider range of inventory to buyers only interested in natural beauty.
PACKAGING
You don’t throw out what works in a mature brand. You update and add something fresh. DuWop's existing packaging consisted of a few key elements we had to work with to keep an overall identity system intact. We removed the metal cap from the tube for Natural Lip Venom making it easier to recycle. For the unit cartons we designed a gradient and accented sides with a matte, pink foil that would clearly set the collection apart while still fitting in with the larger family of DuWop products. The hummingbird icon was printed on the tops of the packaging so they would easily be found in back-stock and on display shelving units.
RETAIL DISPLAYS
With a fresh look and bamboo finishing, Naturally DuWop was designed to take the spotlight while still creating space for the other existing collections. We organized the lines into their own shelves (unlike prior mixed assortments: 1) Naturally DuWop, 2) Venom, 3) Modern Beauty. For the products in other collections that could be adapted as a “natural” version, the hummingbird sticker could be added to the packaging.
New products are displayed in POP and other key locations as testers the customers can interact with. With each new product launch, the products move to the prime top shelf and center position of the endcap. The mini POS displays have an optional storage space for those buyers not ready to commit to a fully stocked endcap display. This was an easy downsell for new buyers, buyers with smaller spaces, or who needed to test their market first.
THE SALES ENGINE
The ultimate lightweight yet powerful sales kit was designed to make quick education and promotional opportunities easy for buyers and their store staff that no longer required the additional brand sales reps to travel to all store locations. The kit included a self training guide book, quizzes, training videos, sell sheets featuring the new ingredients, a sales incentive program, and a tester per store sales rep. We also developed promotional offers for buyers that included tiered packages of product + display units, and marketing support that made it easy, convenient, and low-risk for retailers to make their first purchase order.
DIGITAL MEDIA & MARKETING
