Gisou Campaign Brief
This brief was created for a class project in which we were tasked with writing a brief and developing a campaign (available in the work section) to pitch a bold, innovative idea to a company of our choice.
Crux
Gisou was built on a love of bees and a passion for sustainability. However, sustainability is no longer unique nor niche, given the number of new and growing brands with green missions. Thus, Gisou needs to stand for something bigger than just our sustainable products to differentiate ourselves from our competitors. After all, we want consumers to feel invested in our brand, not just our products. If we do not change, Gisou risks losing relevance and brand loyalty.
Context
During the COVID-19 pandemic, many women got used to wearing less makeup and paring down their beauty routines as they spent more time at home. Some even began to skip using makeup altogether. This led to a shift in focus from applying layers of makeup each day before work to desiring simple hair and skin care products containing high-quality ingredients. With the return to in-person work and other activities, many women felt the pressure of societal beauty standards and reverted to a full makeup routine every morning. In fact, according to a recent study, the average woman owns 40 makeup products. This is because much of the mainstream beauty industry continues to push the narrative that more is better, and that their new product is the next best thing. In a market filled with oversaturation, an overwhelming number of choices, and constant pressure to try something new, Gisou needs to be known as the simple solution. Gisou lacks brand awareness and convincing messaging, preventing its products from reaching every woman.
Brand Essence:
The essence of Gisou is simply beautiful.
Its brand character is to empower women to feel simply beautiful.
We are a passionate, rooted skin and hair care brand that believes in the luxurious yet sustainable quality of our products. We prioritize quality over quantity and empower women to feel like their best and most simply beautiful selves.
Target Persona:
Professional Pattie
Female millennial, age 31. Married with a good job and disposable income. Leads a busy lifestyle and wants to invest in nice beauty products with quality ingredients. Cares about the environment, but does not know of many sustainable brands. Owns an overwhelming number of beauty products. Wants to wear less makeup in general and still feel beautiful. Looking for a simplified beauty routine that is quick enough to fit into her busy lifestyle and still makes her feel great.
Target Insight:
General Insights
Mostly focused on women
Willing to pay more for high-quality and effective products
Good salary with disposable income
Users of social media who may follow influencer and founder Negin Miralehi (7.1 million followers on Instagram)
Specific Metrics
77% of consumers believe sustainability is a factor in deciding what products to purchase.
57% of women think it is important to buy all-natural skin care products.
The market for organic personal care and cosmetic products is quite small, at 8%.
Experience:
Gisou helps me accomplish my dream of feeling like my most authentic and beautiful self on a daily basis. Through its bee-centered approach, real green mission, and simple recommended routine, Gisou empowers me to make consumption choices that align with my values of sustainability, while still giving me the luxurious experience that I desire. Gisou helps me bring my inner beauty outward.
Promise:
Gisou is a sustainable beauty brand that both simplifies your beauty routine and empowers you to feel beautiful.
Support:
Gisou has “do-it-all” products spanning several categories, from hair to skincare, that keep every beauty routine simple yet impactful. Our products are multifunctional and work for every woman, regardless of hair texture or skin type.
At the heart of our product formulations is honey straight from Mirshaheli bees, sourced from our founder’s father in the most sustainable ways possible. We never compromise on our sustainable values, unlike some of our competitors in the industry.
At Gisou, we know that you are simply beautiful, and you do not need a million products to feel attractive. We realize this concept by releasing new products only when our current ones do not satisfy our customers’ needs and staying wholeheartedly transparent about every product that we release.
Win:
10% increase in brand awareness for Gisou
8% increase in sales of all products
10% increase in following on social media pages
10% increase in engagement on social media pages
5% increase in market shares vs. our two biggest competitors: Kerastase and Youth to the People
