Establishing roots in the
wellness category.
My Role: Research, Brand Extension Opportunity, Design Rationale, Branding, Design
My Team: Rossie Hutcheson (Brand Manager), Justin Zollar (Brand Manager)
The Ask
Integrate a skincare line that aligns with Seedlip’s current products to launch the brand further into the wellness space.
The problem
Despite the diverse range of price points, environmental positions, and ingredient disclosure levels among skincare products, the category remains saturated and fails to provide customers with what they truly desire in their skincare products.
The solution
To reinforce its positioning as a lifestyle brand, Seedlip can expand its product offerings by introducing a lip and skin balm, providing nourishment both internally and externally.
Rooted in nature & wellness
Seedlip is the first distilled non-alcoholic spirit brand focused on helping people be more mindful and confident about what they consume. The brand is grounded in health, wellness, and nature and helps people align with their desired lifestyle.
in the market for mindfulness
Today, people are more mindful of what they put in and on their bodies. 47% of U.S. consumers considered the health and wellness benefits of a product as the most important factor in their purchasing decisions (Source: Statista, 2020). People want to align themselves with brands that help them live better lives both mentally and physically.
Categorical context
The skincare and beauty category is evolving to prioritize people's wellness. This results in a highly saturated and competitive market with brands offering diverse price points, environmental positions, and ingredient disclosure levels.
The Audience: miNDFULNESS CONSUMER
Prioritize their physical and mental wellbeing
Value environmental sustainability and care for the planet
Intentional about their purchases and are willing to invest in their routines
Desire harmony between themselves, the environment, and their products
Products with more benefits than one
When it comes to selecting skincare products, people are looking for products that:
Simplify their personal care routines
Help combat stress and anxiety
Have simple and transparent ingredients
Opportunity
Seedlip can continue nourishing people inside and out through a lip and skin balm.
Introducing
〰️
Introducing 〰️
The Balm by Seedlip is a multi-functional lip and skin product that moisturizes, heals, and protects the skin.
Product Design
Keeping the packaging design simple, The BALM and its packaging coordinate Seedlip’s current spirits and make essential oil fragrances easily identifiable.
Product details
Multi-Use Product → Great for your lips but also anywhere on your skin
Validated Product Claims → Transparency of ingredients
Simple Ingredients → Short ingredients list that shows the benefits of the ingredient
Angeled Applicator → Allow easier, cleanly, and mess-free application
Modes of sale
The Balm will be available for purchase online through The Balm website and both online and in-store at several retailers such as Goop, Anthropologie, William Sonoma, Amazon, and Credo Beauty. These retailers not only provide accessibility but also specialize in curating health and skincare products.
Launch Activation: Inserting The Balm into Gatherings
Capitalize on the pre-existing Seedlip relationship with Goop to have an activation booth at the in-person & virtual wellness summit hosted by Goop. The In Goop Health wellness summit is geared toward exploring and optimizing physical, mental, emotional, spiritual, and relational well-being.
The Balm Bike: Meeting people where they are
The Balm Bike pop-up is set to tour cities such as San Francisco, CA and Hamptons, NY, leveraging the visibility, sales, and social media engagement benefits of pop-ups. By utilizing the mobility of the bike, the activation will reach people in locations such as parks, golf courses, fitness studios, and breweries, meeting them where they already are. The BALM will share the locations on their social media platforms, providing an opportunity for those interacting with the activation to capture a cute photo moment.
Social: Reinforcing the benefits of the Balm
The Instagram messaging and content for The Balm will center around its benefits, transparent ingredients, and the promotion of mindful and confident habits, highlighting how it fills the gaps people desire in their skincare routine. By emphasizing both the story behind the product and how it enhances one's sense of well-being, The Balm aims to establish a connection with its audience, demonstrating how it nourishes them on all levels.
Takeaway
Seedlip can further position itself as a lifestyle brand by influencing people’s personal care routines and lifestyle choices by expanding into the health and beauty category.