LOVE BEAUTY & PLANET
BUILDING A SOCIAL BRAND WITH PURPOSE
The Challenge
In 2017, Unilever set out to to build a new personal care brand reaching women ages 18 - 34 that would thrive on social media and look elevated on shelf. With little more in the brief than that, they challenged our team to bring forward a recommended brand positioning and recommendations for it’s core features. And that was the origin of Love Beauty and Planet. From 2017 - 2019, we were tasked with ongoing branding and digital and social channels, managing countless product launches, and category expansions.
Company
Virtue Worldwide (formerly Carrot Creative)
Year
2017 - 2019
My Role
Account Director: Responsible for account success from brief to delivery, category and brand business acumen, client communication, and internal cross-functional leadership.
LOVE BEAUTY & PLANET
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LOVE FOR YOU & THE PLANET
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LOVE BEAUTY & PLANET * LOVE FOR YOU & THE PLANET *
The Strategy
Research shows that consumers feel they can achieve more for the planet through partnering with brands that have greater scale and influence and find acting alone to be overwhelming, which ‘small acts of love’ for the planet live at the center of the brand. Millennial women feel gratified by choosing brands that are good for the planet, but first and foremost aren’t willing to sacrifice their beauty routine.
The Approach
We recommended developing a brand without compromises: bottles made from 100% PCR plastic, cruelty-free and vegan products, fast-rinse conditioners to help cut down on shower time and responsibly sourced ingredients, natural fragrances, and best of all - the products work and look beautiful from shelf to shower.
At the height of Instagram curated-grid culture, the brand aesthetics were of utmost important to fuel UGC and influencer content that could feed a nonstop social strategy. Brand generated content featured a diverse mix of micro-mid-sized influencers with loyal audiences to help cultivate a brand following.
The Work
Whether brand or product-focused content, all marketing existed in a carefully crafted brand world that allowed us to communicate key messages while carefully reinforcing brand attributes (with a wink).
For the launch, we developed character personas linked to fragrance lines that helped personify brand and product attributes. We also baked environmental education and CSR initiatives into the brand breaking them down into digestible content that encouraged #SmallActsofLove.
Launch Video Examples
Post Launch Video Examples
Social Media
The Results
Love Beauty and Planet quickly went viral, leading to unprecedented sales that recuperated Unilever’s brand development costs within the first year on shelf.
