Brand: Unilever/Love Beauty and Planet
Lead agency: Mindshare Sweden
Love Beauty and Planet (LBP) was first launched in Sweden in 2018. As a new unknown brand, the #1 priority was to get established in the sustainable beauty vertical. Our main strategic objective was to build brand awareness by having the target audience get emotionally engaged with the brand in channels that influence her day. With fierce competition of other smart, small upcoming brands in the same segment it was important to build an authentic brand identity.
Launching a new brand for a young screen-oriented audience with a limited budget also made it important to drive sales quickly to maintain shelf space as well as establishing LBP as a brand that lives up to the audience's values and demands. In terms of driving online sales, the challenge was that only a few online retailers offered the product and as for offline, the only physical store selling LBP products was H&M, a store that perhaps isn't your first go-to place when buying beauty products. Another challenge was the fact that H&M didn't offer the products in their web shop, making instore purchases one of the most prioritized business objectives.