CASE STUDY
Skin Milk
Supporting the launch of a line extension
When the Walmart buyer requested this HBA brand develop line extensions, the client turned to us.
The parent brand was positioned as ‘affordable luxury’, and we developed a brand architecture with a prestigious tone of voice, and visuals that emphasized clean luxe. In order to support the quality of the product and push it above the category killers, we never discussed price. Our strategy for the line extensions, therefore, had to have visual and value continuity with the core message.
From past experience in the teen/tween category, we knew the research supported an identity-based approach, appealing to the ‘who am I?’ psychographics of the age group.
For each of the scents, we developed aromatherapy and color-therapy analogs, resulting in a straight through-line of experience from product, to bottle, to online messaging. We designed packaging with a pop sensibility that both related to the parent brand and stood on its own.
For the online experience, we integrated the packaging into a marketing device by delineating distinct teen archetypes: the upbeat, popular girl; the iconoclastic ‘cool’ girl; the sporty girl; and the romantic. Tweens could choose by their mood, their identity, or their aspirations.
Our approach with the children’s line was to appeal to two strong psychographic tropes; one, that children love animals, two, that children are idealistic and generous.
The children were empowered to “Shower the world with love” through their purchase.
We integrated the experience into the brand essence, with a charitable contribution mechanism for which we developed the moniker “M.I.L.K.” standing for “Milk is Life for Kids.” 5% of the proceeds of sale were donated to Heifer International. The message was further integrated into the package design. For each product type we developed original characters based on milk-giving animals. Each had a name based on ‘giving’ – such as “Gytha, the goat” – Swahili for ‘gift’.
Deliverables for the project included both original art and a story line for each character, thus simultaneously designing the packaging and developing content for the website.
This kind of deeply integrated thinking – linking brand image, consumer research, packaging, online content, and social marketing, is typical of our efforts.
