How do you launch a greenish beauty brand?
Unilever came to us to launch their first new in-house brand in 30 years: Love Beauty & Planet. While the name says it all—no compromise for your beauty and the planet—we knew launching a new eco-chic brand to the masses under the Unilever flag wouldn't be an easy task. After all, most consumers don't view Unilever as the greenest of companies (or always think about the planet first when it comes to shower time).
Rather than go "granola" or preach environmental doom, we embraced the vibrant brand world and approached the category in a freshly positive, lighthearted way that simply asked our consumers to join us in making tremendous little choices that have a big impact on the earth.
That came to life through four colorful, uplifting launch commercials, Instagram, and developing lovebeautyandplanet.com. The launch was a massive success, garnering 90K dedicated followers in the months after lunch and tons of brand (& planet) love.
Rather than go "granola" or preach environmental doom, we embraced the vibrant brand world and approached the category in a freshly positive, lighthearted way that simply asked our consumers to join us in making tremendous little choices that have a big impact on the earth.
That came to life through four colorful, uplifting launch commercials, Instagram, and developing lovebeautyandplanet.com. The launch was a massive success, garnering 90K dedicated followers in the months after lunch and tons of brand (& planet) love.