How a revamped comms strategy shifted the perception of a beauty brand from popular to trustworthy
Amid the uncertainties that arose with the pandemic came the evolution of the beauty industry which was driven by changed consumer preferences, digitization, and new communication channels.
Despite Dabur undisputed legacy in the beauty and skincare space, it wasn’t spared either!
To jumpstart the brand’s recovery journey using a tactical media outreach strategy and own the skincare conversation
To rise above the noise by highlighting the brand’s unique qualities using third- party endorsements – influencers
To use the brand’s USP to appeal to potential customers
To use sampling exercises to give the target media an opportunity to experience the products
Flooded market: The vibrant regional beauty and skincare market had attracted a lot of brands, which made it difficult for serious brands to penetrate
Brand loyalty: Reluctance of the TG, moms in particular, to experiment with new brands during the pandemic
Road to recovery: Global beauty and personal care industry was recovering from an estimated 20-30 % decline, according to McKinsey & Company
Low media engagement: Restrictions in terms of media interactions for a touch and feel
E-Commerce Beauty Boom– 73% of UAE Consumers are Shopping More Online post-pandemic. This forced the beauty and personal care industry to play by a new set of rules
A shift in consumer preferences– The UAE organic personal care market size is likely to grow at a CAGR of 7.6% by 2025
Influencer Marketing- 73% of people in the region purchase from a brand mentioned by an influencer
Changing Conversations- Changing interest of readers led to a change in content with a focus on stories on clean beauty, natural products, etc
The strategy was to communicate the brand story effectively to fit the changing industry norms and media dynamics
REPAIR - This involved restructuring the communication narrative with the media shifting focus from product attributes to ingredients
RETHINK - The agency ensured that the brand consistently forayed into initiatives that were led by ESG initiatives
RECONFIGURE - While consumers are seeking tailored solutions, the media is looking for brands and products that they can connect with
We customized pitches for the media to ensure it would catch their attention in the first instance
Weekly media alerts were sent out based trending topics and content that were trending and relevant to the media
Based on the profiles and target audiences for each product category, the agency designed a list of at least 15
influences to achieve the desired outcome
In order to familiarize the media with the brand products the agency created product hampers for the media each month
With an aim to position the brand’s spokespeople as experts and thought leaders in beauty the agency worked on monthly articles based on trending topics and key occasions
The agency extensively worked on scouting for relevant speaking and profiling opportunities through standalone interviews, comment opportunities and event panel discussions
The agency regularly reached out to the media with relevant content, through press releases, expert articles, community focused campaigns, media alerts and media meets to help the media build a connect with the brand
Opportunities- Strong media relations helped us position the brand experts as industry leaders and secured the below profiling and speaking opportunities
Exclusively featured on Dubai Eye Afternoons with Helen on World Yoga Day and Talk 100.3FM on World Environment Day and for the #KindnessKloset initiative
The agency ran some interesting collaborations with 200+ bloggers to talk about the different products and initiatives by the brand which generated 7M+ reach, 14K likes, and 27K comments
How a unique experiential event helped increase market sales growth by 41%
Strategic partnerships maximizes media campaign
Empowering women in their fearless pursuit of beauty
