Niche Beauty Relaunch

The Brief

Niche Beauty, the business responsible for the distribution of Design Essentials in South Africa came to the agency with a sales target in order to expand their shelf space in Clicks and Dis-Chem Stores.

The Thinking

At the top of the thinking, we needed to understand why a consumer makes a specific decision to purchase a product for their hair. As Design Essentials focuses on curly and ethnic hair, we conducted competitor research to understand what products were making an impact in this market. The insight gathered out of the strategy was and remains “For curly people, beauty has become a question of access”. The project called for a powerful statement in the industry – curly people need to feel like they are a part of something and welcome in a safe space. The concept landed at “curl friends” which expanded across the digital ecosystem calling for curly girls and boys to join in and give us a try. Trial of the product was executed through a simple questionnaire on the website which found exact pain points on the consumers behalf, this resulted in a trial pack sent to the consumer.

My Role on the Project

Alongside the Strategic Director and the Creative Strategist we conceptualised and researched the campaign. I was responsible for the delivery of creative assets for the launch of the campaign as well as ensuring that we brought the idea to life.