Revlon's Creme of Nature Debuts the Distinctive Pure Honey Collection in a Narrative-Saturated Sector.
The genesis of this collection wasn't dictated by consumer demand, but by an innovative product technology, believed to fill a significant gap in the market. The mission was clear: position the brand, give it a voice and ensure its character resonates with the target audience. As the Creative Director, I was poised to steer this brand into uncharted but potentially rewarding terrains.
Results:
• Exceeded the Year 1 Forecast
• In 2 years grew to #2 collection in company portfolio
• The CMO described it as an "overnight success."
• Strong positive resonance within the market
• Explosive growth
Challenge
The primary challenge was to mold a distinctive brand personality amidst a sector that frequently either overemphasized trivial claims or was excessively serious. The brand needed to communicate the novel characteristics of spun honey technology effectively, ensuring the market segment finds it not only beneficial but also engaging.
Strategy
Drawing inspiration from the unique attributes of spun honey, the strategy was to introduce a fresh, playful narrative to the haircare sector. It birthed the "Hi Honey" campaign, a flirty, cheeky, and slightly irreverent take on hair care branding. This approach was envisioned to cut through the conventional noise, offering the market something memorable, engaging, and exceedingly beneficial.
Execution
The "Hi Honey" campaign was launched with a zest of sassiness and flirtiness, encapsulating a brand character that was poised to build a strong rapport with the target audience. The brand messaging was meticulously crafted to reflect the unique selling proposition of the Pure Honey collection while maintaining a playful, easy-going dialogue with the consumers.
